PR and blogs

Public Relations has always been about two-way communications and a Blog is an important Online PR tool. Just take internal audiences as an example. An employee blog during a difficult change programme allows an organisation to hear first hand what is on the grapevine and respond to genuine issues and concerns quickly.

Blogs connect a brand with its stakeholders, build levels of trust, and foster and strengthen relationships based on two-way communication.

Power to the people

Citizen journalism is making and breaking brands and shaping reputations. Today’s news breakers are often bloggers, and their challenge to traditional media has made the industry sit up, take note, join in or risk losing out.

It’s not just about Web 2.0 and the applications or technology. It is simply that audiences and consumers don’t trust organisations. More and more people are relying on opinions and advice freely given by peers – on new TVs, holidays and hotels or book reviews.

But don’t ignore the press

Journalists too are joining the foray - blogging on their publication website, or going it alone with more personal and often incredibly insightful blogs. What’s more, journalist  blogs can be highly influential in some topic areas. Often cited by other bloggers, the press can sometimes prove to be at the heart of your circle of influence.

And blogs by the press are growing in number. Not only are online publications creating official blogs to inspire increased feedback and participation from readers, but an increasing number of journalists are also creating personal blogs.

immediate future has looked at journalists blogs and in particular the impact that this has on communications. Launching soon, our journalist blog research will give you an idea of how this new advocacy is revolutionising the media.

Harnessing the power of blogs

Tapping into or harnessing the power of the blog must be high on the agenda for PROs and CEOs, simply because

audiences have themselves changed the way they are influenced.

Blogs can be an effective means of connecting with audiences. They enhance and extended exposure and give brands a voice and dialogue. The role of PRs is changing forever as they must accommodate this new medium.

PRs shouldn’t  blog

Well actually many of them do. They blog about PR and subjected that they know. But PRs shouldn’t ghost blog for brands. The whole point of a blog is that it represents an ethical and genuine voice of the company. Not a washed and rinsed, message driven, vehicle for corporate communications. Blogs must be written with passion: by enthusiasts that know and understand their subject.

However, online savvy PRs can help. They can set guidelines and tone (helping your blogger discover their online voice). They can teach you how to respond in this new two-way environment. A good PR can prepare an editorial calendar for those dry days when there is not much to talk about, and they can help a busy executive by watching the blogs for issues and hot news topics.

To find out more about how PR can help you with your business blog drop This e-mail address is being protected from spambots, you need JavaScript enabled to view it  or give us a call on 0845 408 2031.