Blog Relations

The BBC Russian Service faces constant interruptions to its radio transmissions – therefore its news website is all the more vital. We ran a project to reach out to Russian bloggers in order to reach a new audience and change perceptions of the BBC’s online service. The BBC faces the challenge of overcoming the (mistaken) view in Russia that its views are those of the British Government. The lively Russian blogosphere is a place where influential opinion formers express themselves in no uncertain terms. Therefore reaching out to Russian bloggers was a delicate but important task for the BBC which comes from a more neutral tradition.