If you’ve been around the blog for more than a few weeks, you may have noticed that we seem to cover some of the newer and edgier carriers a bit more often. Virgin America and Atlantic, Southwest and OpenSkies seem to edge into our network fairly often and it seems like there’s always a Gadling blogger close at hand (usually with a vodka tonic) to report on the hijinks.
Why is this? Are these companies secretly paying for extra exposure? Do Gadling bloggers get free tickets any time they want to jet set across the country supporting their vokda binged lifestyle?
The simple answer is Public Relations. Every day Gadling bloggers are out, scouring the interwebs, newswires and telephone lines finding out new information for you, the reader, and reporting on daily developments. And what we learn and how we report is directly related to how friendly, prolific and open the PR staff is. Contacts and friends that we’ve made at the above carriers keep us in the loop, let us know when things are happening and occasionally send us piles of spam. Unfortunately, that’s about all we get for free.Conversely, most legacy carriers don’t give a rip about what Gadling writes or what we publish – so they’re not interested in talking to lowly bloggers.
From what I can tell, PR warmth is directly related to marketing strategy. Hipper, younger airlines trying to cater to the Gadling demographic (you know who you are) know they have to keep the blogosphere positively spinning. Older, more established carriers who may cater to more of an elder or family demographic, on the other hand, might communicate in more traditional places like, oh, church bulletins.
And its not like we haven’t tried fostering relationships with legacy carriers – most firms just don’t realize the leverage that blogs can provide. So we’ll let them be and continue the subliminal message that we’re sending from Gadling. I’ll have another vodka tonic please. Thanks.