Bloggers as Journalists' Partners

Robert Scoble today wrote that bloggers should not try to compete with journalists, but rather they should work with them as partners. I think we’re going to see a lot more structured collaboration between professional journalists and “personal journalists” in the years ahead, perhaps using wikis.

Scoble writes:

"So, webloggers, stop arguing about whether you're gonna beat Walt or Dan or Steve or Mary Jo. You aren't going to.

Instead, we should see what we could do to work together to help each other.

How? For instance, what will happen during the next major earthquake in San Jose? Will the few hundred journalists who work for the San Jose Mercury News be able to keep up with such a huge story? No. Webloggers, because of our numbers, will be able to cover such an event in a way that traditional journalists would never be able to."

My advice – make regular use of Feedster, Bloglines, Google News and even MediaMap to keep a watchful eye on the bloggers who are cited frequently by journalists who cover your company/clients’ industry. Stay in touch with them regularly, but don't spam them with press releases and pitches. Know how to work with them for mutual benefit.