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The rise in consumer-generated Web content is leading at least one interactive agency to branch into blog relations in an effort to help clients steer online chatter about their brands.
Ripple Effects Interactive, a Pittsburgh-based independent agency, last week formed an online relations unit to monitor and influence blogs, message boards and other user-generated media.
By going beyond monitoring into outreach, Ripple Effects is tackling ground typically covered by public relations agencies. CooperKatz, MMW Group and Ketchum PR offer blog-related services, and start-ups like New Media Strategies have blog-influencing services.
“We’re trying to create buzz on the Internet for our clients,” said David Gong, head of the Ripple Effects group.
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