I was chatting up with a colleague, who is a part of our four member media team in our office, on blogging and the new PR.

The media team, as we know, plays a big role in large PR agencies where events and crisis happen on multiple clients almost every day. While the client servicing teams need to concentrate on a whole lot of things in servicing an account, the media team can just focus on building relationships with key journalists across the country. So in times of crisis and big events, they can leverage on their networks to value add to the client servicing team.

Now the part that we were discussing was that the media team should now look at PR 2.0 seriously and gear up to equip themselves with knowledge of the blogosphere and start building relationships with key bloggers across the country across verticals and subjects. And why not. Media teams have been building relationships with journalists in the print media, tv, online media, and now social media should be a natural extension. Talk about digitally enhanced media teams.

So are you a media relations expert? If yes, my next questions could be ‘how many bloggers do you know well?’ Knowing and engagibng with bloggers is no longer the perogative of the client servicing person alone.

My question is can the media teams of today adapt themselves to the new challenge (or opportunity), or will  there be a new class of blogger relations teams in agencies? For now, there is just the socal media team that do everything.