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Journal of Promotional Communications

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Published

2017-02-07

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Vol. 5 No. 1 (2017): Special Edition on Thought Leadership for PR

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Articles

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Pay to Play: Are Blogger Relations Damaging a Fundamental Aspect of PR Practice?

Charlotte Fleckney

Abstract

The days of the blogger ‘freebie’ are fading away in the fashion world, as PRs are needing to dip into their pockets if they are to work with these influential content creators. However, if content is becoming paid for, what differentiates us from advertisers? This article explores how bloggers are emerging into journalists, how PRs can effectively work alongside them to create beneficial symbiotic relationships, and what consequential affect this has on the industry as we traditionally know it.

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