As part of the Text 100 Global Survery, Pursuit PR surveyed many of NZ’s leading bloggers. Here is a breakdown of NZ specific results.
Overall, most of the international findings apply locally – indicating that our bloggers are reasonably sophisticated and in sync with international practices. The biggest difference locally is the volume of PR content and contact. In NZ, only 67% of bloggers (and we surveyed reasonably high-profile bloggers) have had contact from PR representatives in the last 6 months. Only 30% say they have contact at least weekly.
Most people agree that Social Media Releases are a good idea, although they’re not in common usage. Only 14% NZ bloggers have used elements from a social media release, but 57% intend to use them more in the coming year.
One irony is that 93% NZ bloggers prefer an introduction before receiving PR information, but only 40% indicate their preferred means of contact on their blogs.
Most bloggers are part-timers. Only 20% of NZ bloggers spend more than 20 hours a week blogging. While initially looking like a constraint, this can open up opportunities to engage them in the day job (eg, they may be an analyst, business consultant or journalist and can be approached in that capacity).
Isn’t blogging so 2007? With the rise of Twitter, it felt like that a bit when surveying people. But social media tools are interlinked. 87% NZ bloggers surveyed also use Microblogging sites like Twitter. 38% NZ bloggers report an increase in blogging since they started micro-blogging.
It is clear that transparency and ethics are mandatory in social media dealings (just like any media or business relationship). 100% NZ bloggers agree that bloggers should always clearly state their employer or association if blogging on topics relevant to their business. Most say sponsorships should be acknowledged. 100% say they would honour an embargo.