Could A Blog Be Your New Assistant?

I’m going to make an assumption that most of you are familiar with blogs since you’re reading one right now.  But, for those of you who aren’t entirely sure what a blog is, allow me to explain: 

Blog stands for “web log.”  A web log is best described as an online journal in which you can share your thoughts and experiences.  They can be personal or corporate (run by an organization) and the topics are endless.  They can reflect opinions of products, services, or experiences.  They give the average person the freedom to be a critic and they give an organization an easy way to access their audience. 

For a list of definitions for the word ‘blog’ click here:   

At Centennial College, we have learned about blogs in the Online PR course.  We have been encouraged to create our own blogs to see what they’re all about; and for good reason. 

After doing a little Internet searching, I’ve realized why blogs are so helpful in public relations.  They act as a channel for open communication from trusted sources that may or may not be invested in the product/service or organization. 

A presentation on ‘PR and Emerging Communication Channels’ made by Steve Rubel of Edelman helped to shed some light on blogs and their relationship with public relations.  Rubel’s presentation is available here for those of you who wish to view it all, for those who don’t, I will summarize Rubel’s main point:

The media (or a product/service) acts to fuel Blogger X to write a particular post.  The audience interested in Blogger X’s opinions will read this new post and be influenced positively or negatively by it.  The audience will comment on Blogger X’s post, which can be monitored by the media (or producer of the product or service).  It is a cycle of feedback between the media, bloggers and the audience. 

This cyclical feedback is further supported by Francois Gossieaux on his Emergence Marketing blog.  He says, “nearly 70 per cent of all reporters check a blog list on a regular basis.”  The feedback blogs supply give the media insight to the thoughts of the audience. 

So how does this benefit a PR practitioner?  If you’ve considered creating a blog for the organization you’re representing, you’re on the right track.  A blog can be used to update readers of new products being launched, upcoming events or consumer suggestions that have been incorporated into a better version of an existing product.  By letting the consumers know their opinion matters to your organization, a sense of value and appreciation may be instilled.  I would hope this sense of appreciation is accompanied by a positive opinion of your organization; and a positive opinion can only mean positive word-of-mouth.

Blogs are a great way to reach an audience and the media in one shot since they all influence one another.  Done properly, blogging can be a priceless tool in PR as it reaches two of our most sought after groups of people.

Done the wrong way, blogging can really harm an organization, as Radian6 identifies the problems associated to the new wave of social media and the need to monitor it.  Click here to view Radian6’s explanations of social media and reasons why it needs to be positive.

As PR practitioners, or soon-to-be practitioners, we have to realize the value of potential resources and maximize it.  A positive reputation for our client/organization in the blogosphere is comparable to thousands of dollars worth of effort put into a communications plan, not to mention the time. 

A favourable public opinion is the most wanted outcome in the PR world and blogs can be a great assistant in achieving this. 

For information on blogging etiquette please click here.