Looking for a better way to reach and influence journalists?  Try blogging, says David Meerman Scott, author of The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly.

Scott reviewed hundreds of blogs and interviewed dozens of bloggers who have found success.  He also spoke with journalists to understand how they put their stories together. 

“Business blogs make it easy to deliver a viewpoint into the sprawling marketplace of ideas,” says Scott.  “When the posts are indexed by search engines and delivered via RSS feeds, journalists all over the world will see the thoughts and ideas and they will command attention. If the posts are compelling, stories will be written.”  

And this is just as true of web content in an RSS Feed too.  One case in point:

A privately owned compnay in the VoIP space ran a feed on news articles about VoIP for small business.  The feed was picked up by an Hispanic website for small businesses.  Hispanic Business magazine saw the feed on that site when they were researching their story and called the CEO for an interview.

How can you  improve your reach to journalists.

• Find out if any of the journalists you pitch regularly are blogging
• If so , read their blogs 
• Comment when it’s appropriate
• Start your own blog in Wordpress
• Create an industry news feed
• Tell all the journalists on your list about your blog and your feeds.