I had a great conversation with a former client last week. He was convinced he didn’t need to care about bloggers as part of his communications plan. I asked him his reasoning, and he replied, “None of my customers blog.”My response was simple: “I’ll bet none of your customers write for BusinessWeek either.” He still wasn’t convinced, but he at least got my point.

Companies want to get in front of potential customers (or investors, employees, partners, etc.). When it comes to identifying the key influencers/targets for your PR plan, remember to focus less on who’s blogging and more on what your ideal audience is reading. If a blog holds court with your ideal customers, you should know the blogger and the blogger should know you.