Blogger supply and demand

I notice AutoblogGreen is “looking for good bloggers” to join its team.  Automotive PR has introduced a “” page, whilst is looking for baby-sitters for his blog whilst he goes on holiday.

Bloggers are in demand – but is there sufficient supply? 

David Philips has published a new media slide show ““, which includes some fascinating data, including the fact that the ten most in demand jobs in 2010, did not exist in 2004. 

Richard Wray, Communications Editor at The Guardian, says that many experienced journalists are looking to independent blogging as a career move.  Indeed, social media offers an excellent opportunity for journalists able to establish trust and credibility.

Similarly, some companies already have blogging employees, but is this a skill set or a profession?  Isn’t it simply about being a communicator, using a particular set of new media tools?

I believe engaging in social media requires a skills set and attitude which is not exclusive and can be found in journalism, public relations, marketing, internal communications, engineers, designers, CEOs, and elsewhere. 

It may seem new now and so there are opportunities to use these skills, but undoubtedly they will become mainstream as young people (digital natives) who grow up using social media bring this capability to their jobs, whatever they may be.

So where does that leave public relations?  Being able to communicate will not be enough – so where do we add value?  What will be our jobs in 2010?

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.