Bloggers are receiving recognition from the traditional press as “legitimate” news practitioners more and more these days. This article from LATimes.com discusses the current trend of many media outlets to adopt the philosophy of “if you can’t beat ’em, join ’em –and get some revenue while you’re at it”. Newspaper print circulation numbers have been dropping off, and you don’t have to be a rocket scientist to understand the impact of the blogosphere’s proliferation.
Some traditional news organizations are still not quite on board with the whole idea of bloggers as journalists:
The blurred lines make many uneasy. “There’s a lot of uninformed opinion on the Internet and not a lot of solid reporting,” said Fred Brown, vice chairman of the Society of Professional Journalists’ ethics committee and a columnist at the Denver Post. A professional journalist “respects the truth and lives up to standards of ethics. Certainly that isn’t the case in the blogosphere.”
To that, I would say “let he who is without sin cast the first stone.” Nevertheless, it’s clear that blogs play a recognizable, important role in the dissemination of news and other information. Readers looking for content and information have more choices than ever to which to turn for a variety of sources, perspectives, and opinions. I have to think the result is more dialogue, and a better informed public.
What does it mean for film publicity? It means that a publicity campaign for a film must include bloggers in the grouping of “press”. It means press releases must be written and formatted for SEO and distributed accordingly. It means potential for exponentially increased exposure for your film.