Online Communications

Online communications: Online media outreach and blogger engagement

The last five years have seen an explosion in the number and influence of blogs and online media, while the newspaper industry has experienced a steady decline. Blogs and online media now represent a must-tap medium for reaching important stakeholders and target audiences, including:

  • Reporters: About 89% of journalists use blogs for online research according to a 2009 George Washington University/Cision Media study. This is especially true of beltway publications like Politico and cable news channels.
  • Influentials: Regulators, Members of Congress and their staff monitor blog content to keep tabs on what’s being said about them and to take the pulse of activists and opinion elites.
  • Political activists: The grassroots of both parties congregate at online media outlets and get much of their information through these forums. In addition, issue activists increasingly get their news on topics they care about through dedicated online media.
  • Voters and constituents: Google remains the most-used search engine, and Google’s search results frequently prioritize blogs. Anyone searching for information on a topic is likely to read blog content, whether they set out to do so or not.

Hynes team members bring a combined 20-plus years as online communications strategists acting for Presidential campaigns, party committees, candidates for federal office and major Washington, D.C. and state-level policymakers and stakeholders. We have the strongest and most extensive relationships of any new media firm with bloggers and online media across the board, allowing us to consistently deliver for our clients-whether that means reaching activists or Members of Congress, or pervading a news cycle.

We know the key players on the left, the right and in the middle, and what bloggers care about what issues. More importantly, Hynes strategists know how to reach them, and get results, no matter the issue or campaign.