This_DD1 study_NN1 uses_VVZ the_AT Delphi_NP1 technique_NN1 to_TO ask_VVI public_JJ relations_NN2 experts_NN2 how_RRQ Web_NN1 logs_NN2 (_( blogs_VVZ )_) are_VBR changing_VVG the_AT practice_NN1 of_IO public_JJ relations_NN2 and_CC how_RRQ educators_NN2 can_VM prepare_VVI students_NN2 for_IF these_DD2 changes_NN2 ._. 
Respondents_NN2 agree_VV0 that_CST blogs_NN2 are_VBR a_AT1 powerful_JJ new_JJ medium_NN1 ,_, creating_VVG new_JJ audiences_NN2 ,_, and_CC that_CST as_II a_AT1 media_NN outlet_NN1 ,_, blogs_NN2 have_VH0 changed_VVN how_RGQ public_JJ relations_NN2 professionals_NN2 work_VV0 ._. 
Findings_NN2 suggest_VV0 that_CST students_NN2 must_VM develop_VVI online_RR conversational_JJ skills_NN2 ,_, learn_VV0 to_TO communicate_VVI with_IW bloggers_NN2 ,_, and_CC learn_VVI to_TO use_VVI blogs_NN2 to_TO monitor_VVI issues_NN2 ._. 
However_RR ,_, panelists_NN2 said_VVD that_CST educators_NN2 should_VM not_XX require_VVI students_NN2 to_TO blog_VVI because_CS forced_JJ content_NN1 skews_VVZ the_AT transparency_NN1 of_IO the_AT blogosphere_NN1 ._. 
Public_JJ relations_NN2 is_VBZ an_AT1 academic_JJ field_NN1 that_CST must_VM keep_VVI current_JJ with_IW changes_NN2 in_II the_AT profession_NN1 ._. 
One_MC1 change_NN1 is_VBZ the_AT proliferation_NN1 of_IO Weblogs_NP1 ,_, online_JJ journals_NN2 known_VVN as_II blogs_VVZ ,_, which_DDQ offer_VV0 chronological_JJ postings_NN2 of_IO news_NN1 and_CC opinions_NN2 ._. 
Although_CS blogs_NN2 have_VH0 been_VBN around_RP for_IF only_RR about_RG ten_MC years_NNT2 ,_, the_AT number_NN1 of_IO blogs_NN2 has_VHZ increased_VVN dramatically_RR from_II about_RG 30,000_MC in_II 1998_MC to_II more_DAR than_CSN 70_MC million_NNO ._. 
Blogs_NN2 ,_, which_DDQ provide_VV0 alternative_JJ sources_NN2 of_IO news_NN1 and_CC information_NN1 ,_, offer_VV0 both_RR opportunities_NN2 and_CC threats_NN2 to_II public_JJ relations_NN2 practitioners_NN2 ._. 
Some_DD call_NN1 blogs_VVZ the_AT new_JJ Fourth_MD Estate_NN1 because_CS they_PPHS2 allow_VV0 anyone_PN1 with_IW access_NN1 to_II a_AT1 computer_NN1 to_TO publish_VVI news_NN1 and_CC spread_VVI information_NN1 in_II real_JJ time_NNT1 ._. 
Trammell_VV0 and_CC Keshelashvili_NP1 compare_VV0 the_AT power_NN1 of_IO blogs_NN2 to_II the_AT power_NN1 of_IO the_AT printing_NN1 press_NN1 ._. 
"_" One_PN1 need_VM not_XX own_VVI a_AT1 printing_NN1 press_NN1 or_CC a_AT1 broadcasting_NN1 station_NN1 to_TO reach_VVI large_JJ audiences_NN2 anymore_RR ._. 
One_MC1 of_IO the_AT latest_JJT tools_NN2 in_II personal_JJ publishing_NN1 is_VBZ the_AT Internet-based_JJ blog_NN1 ._. "_" 
Many_DA2 bloggers_NN2 using_VVG this_DD1 "_" power_NN1 to_TO publish_VVI "_" are_VBR self-proclaimed_JJ "_" citizen_NN1 journalists_NN2 ,_, "_" while_CS others_NN2 want_VV0 to_TO vent_VVI ,_, share_VV0 opinions_NN2 ,_, or_CC write_VV0 about_II their_APPGE lives_NN2 ._. 
Blogs_NN2 have_VH0 become_VVN a_AT1 powerful_JJ tool_NN1 in_II the_AT world_NN1 of_IO new_JJ media_NN ._. 
From_II a_AT1 public_JJ relations_NN2 perspective_NN1 ,_, blogs_NN2 can_VM spread_VVI positive_JJ information_NN1 to_TO benefit_VVI an_AT1 organization_NN1 or_CC spread_VV0 negative_JJ information_NN1 that_CST can_VM destroy_VVI a_AT1 reputation_NN1 and_CC cost_VVI an_AT1 organization_NN1 millions_NNO2 of_IO dollars_NNU2 ._. 
To_TO help_VVI illustrate_VVI the_AT potential_JJ public_JJ relations_NN2 power_NN1 of_IO bloggers_NN2 ,_, note_VV0 the_AT following_JJ high-profile_JJ original_JJ news_NN1 and/or_CC public_JJ relations_NN2 information_NN1 in_II blogs_NN2 :_: Reputation_NN1 ._. 
Blog_VV0 postings_NN2 about_II racist_JJ comments_NN2 of_IO Senate_NN1 Majority_NN1 Leader_NN1 Trent_NP1 Lott_NP1 led_VVD to_II Lott_NP1 's_GE resignation_NN1 ._. 
Stock_NN1 prices_NN2 ._. 
Postings_NN2 by_II technology_NN1 blog_NN1 Engadget_NN1 claiming_VVG Apple_NN1 would_VM delay_VVI its_APPGE release_NN1 of_IO the_AT iPhone_NN1 and_CC Leopard_NP1 operating_NN1 system_NN1 proved_VVD wrong_JJ ,_, but_CCB caused_VVD Apple_NN1 's_GE stock_NN1 to_TO drop_VVI about_RG 5%_NNU ._. 
Global_JJ Aid_NN1 ._. 
The_AT 2004_MC tsunami_NN2 in_II Indonesia_NP1 was_VBDZ reported_VVN firsthand_RR by_II eyewitnesses_NN2 and_CC other_JJ citizen_NN1 journalists_NN2 on_II their_APPGE blogs_NN2 ,_, which_DDQ affected_VVD the_AT way_NN1 the_AT news_NN1 was_VBDZ reported_VVN ._. 
Politics_NN1 ._. 
During_II the_AT 2004_MC elections_NN2 ,_, many_DA2 candidates_NN2 used_JJ blogs_NN2 ._. 
Since_II then_RT ,_, the_AT use_NN1 of_IO political_JJ blogs_NN2 has_VHZ grown_VVN ,_, but_CCB not_XX without_IW some_DD negative_JJ consequences_NN2 ._. 
Democratic_JJ hopeful_JJ John_NP1 Edwards_NP1 hired_VVD two_MC bloggers_NN2 ,_, who_PNQS resigned_VVD after_II making_VVG controversial_JJ comments_NN2 ._. 
Blogs_NN2 also_RR played_VVD a_AT1 big_JJ role_NN1 in_II Edwards_NP1 '_GE admission_NN1 in_II August_NPM1 2008_MC that_CST he_PPHS1 had_VHD an_AT1 affair_NN1 ._. 
Significance_NN1 of_IO Study_NN1 In_II recent_JJ years_NNT2 ,_, hundreds_NNO2 of_IO articles_NN2 about_II blogs_NN2 and_CC their_APPGE use_NN1 in_II public_JJ relations_NN2 have_VH0 appeared_VVN in_II trade_NN1 and_CC professional_JJ publications_NN2 ,_, newspapers_NN2 and_CC magazines_NN2 ,_, and_CC online_JJ --_NN1 especially_RR in_II blogs_NN2 about_II blogs_NN2 ._. 
To_TO lay_VVI the_AT groundwork_NN1 for_IF this_DD1 study_NN1 and_CC to_TO understand_VVI how_RRQ blogs_NN2 can_VM be_VBI used_VVN in_II public_JJ relations_NN2 ,_, it_PPH1 may_VM be_VBI helpful_JJ to_TO identify_VVI categories_NN2 of_IO blog_NN1 usage_NN1 ,_, as_CSA chronicled_VVN in_II these_DD2 articles_NN2 ._. 
Direct_JJ Communication_NN1 ._. 
Two-way_JJ communication_NN1 is_VBZ one_MC1 primary_JJ PR_NN1 use_NN1 of_IO blogs_NN2 ._. 
In_II reaching_VVG a_AT1 target_NN1 audience_NN1 ,_, the_AT personal_JJ and_CC unfiltered_JJ voice_NN1 of_IO a_AT1 blogger_NN1 can_VM be_VBI more_RGR persuasive_JJ and_CC more_RGR effective_JJ than_CSN the_AT filtered_JJ message_NN1 delivered_VVN by_II a_AT1 third_MD party_NN1 through_II traditional_JJ media_NN ._. 
And_CC ,_, with_IW the_AT number_NN1 of_IO traditional_JJ media_NN outlets_NN2 declining_VVG as_CSA some_DD media_NN corporations_NN2 ,_, such_II21 as_II22 the_AT Tribune_NN1 Co._NN1 ,_, file_NN1 for_IF bankruptcy_NN1 and_CC cutback_NN1 on_II reporters_NN2 ,_, blogs_NN2 are_VBR becoming_VVG even_RR more_RGR important_JJ ._. 
For_REX21 example_REX22 ,_, PR_NP1 Week_NNT1 calls_NN2 blogs_VVZ a_AT1 "_" new_JJ twist_NN1 on_II traditional_JJ media_NN channels_NN2 "_" and_CC says_VVZ that_CST blogs_NN2 are_VBR "_" to_II communications_NN2 what_DDQ radio_NN1 was_VBDZ in_II the_AT 1920s_MC2 and_CC 30s_MC2 ,_, television_NN1 in_II the_AT 1940s_MC2 and_CC 50s_MC2 ,_, and_CC newspapers_NN2 in_II the_AT 1960s_MC2 and_CC 70s_MC2 ._. "_" 
Corporate_JJ and_CC Employee_NN1 Blogs_NN2 ._. 
Direct_JJ communication_NN1 between_II companies_NN2 and_CC their_APPGE customers_NN2 can_VM be_VBI accomplished_VVN with_IW a_AT1 corporate_JJ ,_, company_NN1 ,_, or_CC employee_NN1 blog_NN1 ._. 
According_II21 to_II22 Fortune_NN1 500_MC Business_NN1 Blogging_NP1 Wiki_NP1 ,_, which_DDQ provides_VVZ a_AT1 list_NN1 of_IO companies_NN2 that_CST have_VH0 business_NN1 blogs_NN2 ,_, only_RR sixty-four_MC or_CC about_II 12.8%_FO of_IO the_AT Fortune_NN1 500_MC companies_NN2 had_VHD blogs_NN2 as_II21 of_II22 November_NPM1 2008_MC ._. 
Some_DD of_IO these_DD2 companies_NN2 include_VV0 Boeing_NP1 ,_, Cisco_NP1 ,_, Dell_NP1 ,_, General_JJ Electric_JJ ,_, Ford_NP1 ,_, and_CC IBM_NP1 ._. 
As_II21 to_II22 the_AT popularity_NN1 of_IO those_DD2 blogs_NN2 ,_, beginning_VVG in_II May_NPM1 2008_MC ,_, Mario_NP1 Sundar_NP1 at_II Marketing_NN1 Nirvana_NP1 began_VVD publishing_VVG his_APPGE list_NN1 of_IO the_AT top_NN1 fifteen_MC corporate_JJ blogs_NN2 ,_, based_VVN on_II popularity_NN1 as_CSA ranked_VVN by_II Technorati_NP1 ,_, a_AT1 blog_NN1 search_NN1 engine_NN1 that_CST indexes_NN2 and_CC ranks_NN2 blogs_VVZ ._. 
Among_II the_AT most_RGT popular_JJ blogs_NN2 are_VBR Boeing_NP1 ,_, Kodak_NP1 ,_, General_JJ Motors_NN2 ,_, Yahoo_NP1 ,_, Dell_NP1 ,_, and_CC Adobe_NN1 ._. 
These_DD2 blogs_NN2 show_VV0 that_CST a_AT1 corporate_JJ blog_NN1 does_VDZ not_XX have_VHI to_TO be_VBI written_VVN by_II the_AT company_NN1 CEO_NN1 ._. 
The_AT Boeing_NP1 blog_NN1 is_VBZ written_VVN by_II Randy_NP1 Tinseth_NP1 ,_, vice_JJ president_NN1 of_IO marketing_NN1 ,_, while_CS a_AT1 recent_JJ Delta_NN1 blog_NN1 was_VBDZ written_VVN by_II employee_NN1 Dell_NP1 Weingarten_NP1 ,_, who_PNQS works_VVZ in_II airport_NN1 operations_NN2 and_CC has_VHZ been_VBN with_IW the_AT company_NN1 for_IF more_DAR than_CSN twenty-five_MC years_NNT2 ._. 
However_RR ,_, when_CS it_PPH1 comes_VVZ to_II corporate_JJ blogs_NN2 ,_, public_JJ relations_NN2 professionals_NN2 say_VV0 that_CST it_PPH1 is_VBZ important_JJ that_CST the_AT blog_NN1 's_GE author_NN1 be_VBI clearly_RR identified_VVN and_CC that_CST the_AT blog_NN1 be_VBI authentic_JJ and_CC transparent_JJ ._. 
Monitoring_VVG the_AT Blogosphere_NN1 ._. 
Traditional_JJ PR_NN1 firms_NN2 ,_, including_II Ketchum_NP1 ,_, Edelman_NP1 ,_, Burson-Marsteller_NP1 ,_, Inc._JJ ,_, and_CC others_NN2 offer_VV0 services_NN2 that_CST help_VV0 clients_NN2 monitor_VVI blogs_NN2 and_CC track_NN1 ,_, manage_VV0 and_CC shape_VV0 their_APPGE reputations_NN2 ._. 
In_RR21 addition_RR22 ,_, a_AT1 number_NN1 of_IO specialty_NN1 companies_NN2 ,_, such_II21 as_II22 said_JJ Wot_DDQ and_CC Brand_NP1 Titan_NP1 ,_, deal_VV0 specifically_RR with_IW online_JJ reputation_NN1 management_NN1 ._. 
Increasingly_RR ,_, public_JJ relations_NN2 professionals_NN2 must_VM spend_VVI time_NNT1 monitoring_NN1 and_CC responding_VVG to_II blogs_NN2 ,_, including_II blogs_NN2 by_II traditional_JJ journalists_NN2 ._. 
Traditional_JJ Media_NN ._. 
Increasingly_RR traditional_JJ journalists_NN2 look_VV0 to_II blogs_NN2 for_IF story_NN1 ideas_NN2 ._. 
As_CSA Robert_NP1 J._NP1 Key_NN1 points_VVZ out_RP ,_, "_" Do_VD0 n't_XX just_RR talk_VVI to_II the_AT media_NN ,_, become_VV0 the_AT media_NN "_" by_II telling_VVG your_APPGE own_DA story_NN1 in_II a_AT1 blog_NN1 ._. 
That_DD1 might_VM also_RR be_VBI a_AT1 good_JJ way_NN1 to_TO reach_VVI traditional_JJ media_NN because_CS a_AT1 recent_JJ survey_NN1 shows_VVZ that_CST 70%_NNU of_IO journalists_NN2 get_VV0 story_NN1 ideas_NN2 from_II blogs_NN2 ._. 
For_IF public_JJ relations_NN2 practitioners_NN2 ,_, this_DD1 means_VVZ that_CST a_AT1 favorable_JJ blog_NN1 post_NN1 could_VM become_VVI a_AT1 favorable_JJ story_NN1 in_II a_AT1 mainstream_JJ media_NN ._. 
Crisis_NN1 Communications_NN2 ._. 
One_MC1 lesson_NN1 learned_VVN from_II the_AT Virginia_NP1 Tech_NN1 tragedy_NN1 in_II 2007_MC when_RRQ thirty-two_MC people_NN were_VBDR killed_VVN is_VBZ that_CST bloggers_NN2 can_VM and_CC will_VM write_VVI first-hand_JJ accounts_NN2 of_IO such_DA events_NN2 ,_, and_CC the_AT mainstream_JJ news_NN1 media_NN will_VM monitor_VVI blogs_NN2 for_IF information_NN1 during_II a_AT1 crisis_NN1 ._. 
This_DD1 means_VVZ that_CST blogs_NN2 can_VM and_CC might_VM become_VVI a_AT1 key_JJ source_NN1 of_IO news_NN1 ._. 
Blogs_NN2 provide_VV0 an_AT1 immediate_JJ and_CC effective_JJ way_NN1 to_TO communicate_VVI ,_, and_CC some_DD PR_NN1 experts_NN2 suggest_VV0 creating_VVG a_AT1 "_" lockbox_NN1 "_" blog_NN1 or_CC "_" dark_JJ "_" blog_NN1 that_CST can_VM be_VBI activated_VVN if_CS a_AT1 crisis_NN1 strikes_NN2 ._. 
Other_JJ experts_NN2 argue_VV0 against_II creating_VVG a_AT1 blog_NN1 during_II a_AT1 crisis_NN1 ,_, and_CC instead_RR emphasize_VV0 the_AT need_NN1 for_IF ongoing_JJ communication_NN1 through_II already_RR established_VVN channels_NN2 ,_, including_II blogs_NN2 and_CC other_JJ social_JJ media_NN ._. 
These_DD2 categories_NN2 are_VBR by_RR31 no_RR32 means_RR33 an_AT1 exhaustive_JJ list_NN1 of_IO public_JJ relations_NN2 blog_VV0 uses_NN2 ._. 
Other_JJ uses_NN2 include_VV0 product_NN1 launches_NN2 ,_, internal_JJ communication_NN1 ,_, employee_NN1 blogs_NN2 ,_, special_JJ events_NN2 ,_, and_CC more_RRR ._. 
In_RR21 addition_RR22 ,_, many_DA2 public_JJ relations_NN2 professionals_NN2 have_VH0 their_APPGE own_DA personal_JJ and_CC professional_JJ blogs_NN2 ._. 
Objectives_NN2 and_CC Method_NN1 This_DD1 study_NN1 has_VHZ two_MC primary_JJ objectives_NN2 ._. 
First_MD ,_, it_PPH1 seeks_VVZ to_TO learn_VVI more_RRR about_II current_JJ practices_NN2 relating_VVG to_II the_AT use_NN1 of_IO blogs_NN2 in_II public_JJ relations_NN2 ._. 
Second_MD ,_, the_AT study_NN1 seeks_VVZ to_TO learn_VVI how_RRQ educators_NN2 can_VM incorporate_VVI blogs_NN2 into_II the_AT curriculum_NN1 so_CS21 that_CS22 students_NN2 can_VM stay_VVI current_JJ with_IW the_AT profession_NN1 ._. 
To_TO accomplish_VVI these_DD2 objectives_NN2 the_AT study_NN1 used_VVD the_AT Delphi_NP1 research_NN1 method_NN1 ,_, which_DDQ consists_VVZ of_IO a_AT1 series_NN of_IO questionnaires_NN2 administered_VVN over_II a_AT1 period_NN1 of_IO time_NNT1 ,_, seeking_VVG opinions_NN2 ,_, feedback_NN1 ,_, and_CC forecasts_NN2 from_II an_AT1 expert_NN1 panel_NN1 with_IW the_AT goal_NN1 of_IO arriving_VVG at_II a_AT1 consensus_NN1 ._. 
This_DD1 method_NN1 dates_VVZ to_II the_AT 1950s_MC2 when_CS it_PPH1 was_VBDZ used_VVN by_II the_AT RAND_NN1 Corporation_NN1 ._. 
The_AT Delphi_NP1 method_NN1 is_VBZ particularly_RR useful_JJ for_IF forecasting_VVG and_CC has_VHZ become_VVN a_AT1 popular_JJ research_NN1 method_NN1 during_II the_AT past_JJ twenty_MC years_NNT2 ._. 
It_PPH1 has_VHZ been_VBN used_VVN in_II many_DA2 fields_NN2 ,_, including_II health_NN1 care_NN1 ,_, information_NN1 sciences_NN2 ,_, public_JJ administration_NN1 ,_, medicine_NN1 ,_, technology_NN1 diffusion_NN1 ,_, and_CC curriculum_NN1 development_NN1 ._. 
Using_VVG the_AT Delphi_NP1 Technique_NN1 The_AT researcher_NN1 's_GE first_MD step_NN1 was_VBDZ to_TO identify_VVI qualified_JJ ,_, available_JJ respondents_NN2 ,_, by_II contacting_VVG representatives_NN2 from_II major_JJ public_JJ relations_NN2 agencies_NN2 and_CC explaining_VVG research_NN1 objectives_NN2 ._. 
Representatives_NN2 were_VBDR asked_VVN to_TO nominate_VVI someone_PN1 to_TO serve_VVI as_II a_AT1 respondent_NN1 ._. 
Twenty_MC respondents_NN2 were_VBDR identified_VVN ;_; the_AT researcher_NN1 contacted_VVD each_DD1 nominee_NN1 to_TO explain_VVI the_AT project_NN1 and_CC the_AT Delphi_NP1 method_NN1 ._. 
Then_RT ,_, a_AT1 follow-up_JJ letter_NN1 was_VBDZ sent_VVN via_II e-mail_NN1 ,_, including_II an_AT1 estimate_NN1 of_IO the_AT amount_NN1 of_IO time_NNT1 respondents_NN2 would_VM need_VVI to_TO invest_VVI in_II the_AT project_NN1 ._. 
As_II a_AT1 result_NN1 ,_, three_MC of_IO twenty_MC experts_NN2 declined_VVD to_TO participate_VVI ._. 
The_AT remaining_JJ seventeen_MC included_VVD top_JJ executives_NN2 ,_, such_II21 as_II22 a_AT1 deputy-managing_JJ director_NN1 and_CC a_AT1 senior_JJ vice_JJ president_NN1 from_II two_MC top_JJ global_JJ PR_NN1 agencies_NN2 ,_, as_II31 well_II32 as_II33 two_MC internationally_RR known_VVN PR_NP1 consultants_NN2 ._. 
Results_NN2 (_( 1_MC1 )_) How_RRQ Blogs_NN2 Are_VBR Changing_VVG the_AT Practice_NN1 of_IO Public_JJ Relations_NN2 ._. 
Respondents_NN2 agreed_VVD blogs_NN2 are_VBR a_AT1 powerful_JJ new_JJ medium_NN1 ,_, creating_VVG new_JJ audiences_NN2 ._. 
As_II a_AT1 mass_JJ media_NN outlet_NN1 ,_, panelists_NN2 said_VVD ,_, blogs_NN2 have_VH0 dramatically_RR changed_VVN the_AT manner_NN1 in_II which_DDQ public_JJ relations_NN2 professionals_NN2 perform_VV0 outreach_NN1 campaigns_NN2 by_II allowing_VVG them_PPHO2 to_TO target_VVI very_RG narrow_JJ and_CC specific_JJ audiences_NN2 ._. 
Blogs_NN2 represent_VV0 a_AT1 changing_JJ mass_JJ media_NN climate_NN1 and_CC rise_VV0 in_II power_NN1 and_CC influence_NN1 of_IO the_AT individual_NN1 in_II shaping_JJ public_NN1 opinion_NN1 ,_, respondents_NN2 agreed_VVD ._. 
Therefore_RR ,_, blogs_NN2 have_VH0 expanded_VVN the_AT PR_NP1 practice_NN1 because_CS PR_NP1 professionals_NN2 do_VD0 not_XX just_RR target_VVI the_AT mainstream_JJ news_NN1 media_NN with_IW their_APPGE efforts_NN2 ;_; they_PPHS2 must_VM consider_VVI the_AT citizen_NN1 journalist_NN1 ,_, who_PNQS has_VHZ a_AT1 blog_NN1 ._. 
Therefore_RR ,_, respondents_NN2 agreed_VVD that_CST traditional_JJ PR_NN1 is_VBZ changing_VVG because_CS blogs_NN2 are_VBR forcing_VVG PR_NP1 professionals_NN2 to_TO adjust_VVI timing_NN1 and_CC how_RRQ they_PPHS2 announce_VV0 news_NN1 and_CC to_II whom_PNQO they_PPHS2 announce_VV0 news_NN1 ._. 
Speed_NN1 is_VBZ of_IO the_AT essence_NN1 ,_, they_PPHS2 said_VVD ._. 
As_CSA one_MC1 panelist_NN1 commented_VVD :_: "_" Because_II21 of_II22 the_AT speed_NN1 at_II which_DDQ news_NN1 can_VM post_NN1 ,_, then_RT spread_VV0 ,_, PR_NP1 professionals_NN2 not_XX only_RR have_VH0 to_TO plan_VVI around_RP that_DD1 speed_NN1 ,_, but_CCB have_VH0 to_TO react_VVI to_II that_DD1 speed_NN1 as_RR21 well_RR22 ._. "_" 
Building_NN1 Relationships_NN2 ._. 
Practitioners_NN2 must_VM master_VVI "_" blogger_NN1 relations_NN2 "_" just_RR as_CSA they_PPHS2 mastered_VVD traditional_JJ news_NN1 "_" media_NN relations_NN2 ,_, "_" panelists_NN2 said_VVD ._. 
However_RR ,_, panelists_NN2 said_VVD practitioners_NN2 should_VM not_XX communicate_VVI with_IW bloggers_NN2 as_CSA they_PPHS2 would_VM with_IW traditional_JJ journalists_NN2 ._. 
Bloggers_NN2 need_VV0 to_TO be_VBI treated_VVN differently_RR than_CSN traditional_JJ news_NN1 media_NN ,_, although_CS the_AT desired_JJ outcome_NN1 is_VBZ the_AT same_DA ,_, they_PPHS2 said_VVD ._. 
One_MC1 way_NN1 bloggers_NN2 and_CC traditional_JJ news_NN1 media_NN can_VM be_VBI treated_VVN the_AT same_DA is_VBZ by_II making_VVG social_JJ media_NN press_NN1 releases_VVZ available_JJ to_II them_PPHO2 ._. 
Such_DA press_NN1 releases_NN2 are_VBR aimed_VVN at_II online_JJ journalists_NN2 as_II31 well_II32 as_II33 bloggers_NN2 and_CC podcasters_NN2 ._. 
Another_DD1 way_NN1 bloggers_NN2 can_VM be_VBI treated_VVN the_AT same_DA is_VBZ that_CST practitioners_NN2 should_VM read_VVI the_AT blog_NN1 and_CC get_VVI to_TO know_VVI it_PPH1 ,_, just_RR as_CSA they_PPHS2 would_VM read_VVI the_AT work_NN1 of_IO traditional_JJ journalists_NN2 and_CC get_VV0 to_TO know_VVI what_DDQ interests_VVZ them_PPHO2 before_II pitching_VVG a_AT1 story_NN1 ._. 
To_TO be_VBI successful_JJ ,_, panelists_NN2 said_VVD that_CST practitioners_NN2 should_VM contact_VVI bloggers_NN2 individually_RR and_CC make_VVI it_PPH1 clear_JJ they_PPHS2 have_VH0 read_VVN their_APPGE blog_NN1 ,_, then_RT ask_VV0 permission_NN1 to_TO send_VVI information_NN1 ._. 
Dealing_VVG with_IW Traditional_JJ News_NN1 Media_NN ._. 
Increasingly_RR ,_, traditional_JJ journalists_NN2 have_VH0 their_APPGE own_DA blogs_NN2 ,_, and_CC panelists_NN2 said_VVD that_CST a_AT1 key_JJ point_NN1 to_TO consider_VVI is_VBZ the_AT traditional_JJ journalist_NN1 having_VHG roles_NN2 as_II a_AT1 journalist_NN1 and_CC as_II a_AT1 blogger_NN1 ._. 
These_DD2 roles_NN2 can_VM be_VBI very_RG different_JJ ;_; blogs_NN2 give_VV0 journalists_NN2 an_AT1 outlet_NN1 to_TO share_VVI opinions_NN2 ,_, which_DDQ they_PPHS2 may_VM not_XX be_VBI able_JK to_TO do_VDI in_II traditional_JJ news_NN1 media_NN ._. 
PR_NP1 practitioners_NN2 should_VM monitor_VVI a_AT1 journalist_NN1 's_GE blog_NN1 and_CC encourage_VVI clients_NN2 to_TO post_NN1 comments_NN2 and_CC get_VV0 involved_JJ in_II the_AT conversation_NN1 ,_, panelists_NN2 said_VVD ._. 
Clients_NN2 can_VM also_RR link_VVI their_APPGE blogs_NN2 to_II the_AT journalist_NN1 's_GE blog_NN1 and_CC give_VV0 their_APPGE own_DA commentary_NN1 about_II the_AT journalist_NN1 's_GE topic_NN1 ._. 
Media_NN relations_NN2 has_VHZ changed_VVN on_II both_DB2 the_AT PR_NP1 and_CC news_NN1 media_NN sides_NN2 ,_, panelists_NN2 agreed_VVD ,_, because_CS the_AT news_NN1 media_NN know_VV0 news_NN1 may_VM be_VBI broken_VVN on_II a_AT1 blog_NN1 if_CS the_AT traditional_JJ journalist_NN1 does_VDZ not_XX "_" pick_VV0 it_PPH1 up_RP ._. "_" 
This_DD1 puts_VVZ more_DAR pressure_NN1 on_II traditional_JJ journalists_NN2 to_TO find_VVI and_CC break_VVI news_NN1 ._. 
Still_RR ,_, panelists_NN2 said_VVD in_II some_DD ways_NN2 ,_, blogging_VVG with_IW traditional_JJ media_NN is_VBZ not_XX new_JJ because_CS public_JJ relations_NN2 had_VHD already_RR shifted_VVN to_II online_JJ conversation_NN1 through_II e-mail_NN1 ._. 
Researching_VVG and_CC Monitoring_NN1 ._. 
Students_NN2 need_VV0 to_TO learn_VVI how_RRQ to_TO conduct_VVI research_NN1 and_CC to_TO monitor_VVI issues_NN2 in_II the_AT blogosphere_NN1 ._. 
Panelists_NN2 agreed_VVD that_CST increasingly_RR PR_NP1 professionals_NN2 are_VBR spending_VVG a_AT1 great_JJ deal_NN1 of_IO time_NNT1 tracking_NN1 issues_NN2 and_CC keeping_VVG up_RP with_IW online_JJ comments_NN2 about_II clients_NN2 ,_, and_CC about_II issues_NN2 that_CST affect_VV0 their_APPGE clients_NN2 ._. 
Therefore_RR ,_, this_DD1 is_VBZ an_AT1 important_JJ skill_NN1 for_IF future_JJ practitioners_NN2 ._. 
Panelists_NN2 point_VV0 out_RP that_DD1 monitoring_NN1 blogs_NN2 is_VBZ a_AT1 relatively_RR simple_JJ task_NN1 that_CST can_VM be_VBI accomplished_VVN by_II setting_VVG up_RP keyword_NN1 searches_NN2 at_II Technorati_NP1 and_CC by_II subscribing_VVG to_II each_DD1 search_NN1 's_GE RSS_NP1 feed_NN1 ,_, and_CC then_RT checking_VVG those_DD2 feeds_NN2 daily_RR ._. 
Panelists_NN2 suggest_VV0 that_CST PR_NP1 educators_NN2 create_VV0 assignments_NN2 that_CST require_VV0 students_NN2 not_XX only_RR to_II monitor_NN1 specific_JJ blogs_NN2 on_II a_AT1 regular_JJ basis_NN1 ,_, but_CCB also_RR to_TO monitor_VVI specific_JJ issues_NN2 ,_, companies_NN2 ,_, and_CC organizations_NN2 ._. 
Panelists_NN2 also_RR agreed_VVN that_CST a_AT1 segment_NN1 on_II social_JJ media_NN should_VM be_VBI included_VVN in_II public_JJ relations_NN2 textbooks_NN2 ._. 
As_II21 for_II22 other_JJ teaching_NN1 tactics_NN2 ,_, panelists_NN2 suggested_VVD that_CST educators_NN2 should_VM build_VVI a_AT1 library_NN1 of_IO blog_NN1 case_NN1 studies_NN2 ._. 
