For public relations practitioners who include strategic or tactile media relations in their job responsibilities, there was an interesting announcement last week about the Canadian Broadcasting Corporation’s new partnership with Technorati.
I think the best phrasing came from Media in Canada’s June 20th article:
Technorati puts power into CBC.ca
CBC.ca became the world’s first broadcaster website to partner with blog search giant Technorati yesterday.
A new section at the pubcaster’s site, now highlights news stories and comments that are generating the most discussion among the 86 million blogs tracked by Technorati. Advertisers with CBC.ca, such as Dell and Vonage, appear in banners and skyscraper ads.
It’s an interesting development regarding the value of dedicating resources to blogger outreach. After all, if the Canadian Broadcasting Corporation (a Canadian crown corporation and the country’s national public radio and television broadcaster) is providing its stamp of approval by initiating this partnership with Techorati, it would seem indicative of the growing influence of some Authoritative blogs (à la Technorati-speak) as credible news and information sources.