BlogWorks: Corporate Blogs: Consider This

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July 06, 2005

Corporate Blogs: Consider This

PR Opinions takes a post from Morgan McLintic and expounds on it with a great list of what companies should consider when starting a blog.

Corporate blogs are about communication
McLintic says it doesn't have to be "A-list" to be effective.
It takes time
Promote it via your website, promote the content via your newsletters and e-mail signatures and reach out to other blogs, journalists etc. where relevant.
Measure it
Measure visitors, RSS traffic, in-bound links, etc.
Content
Provide an honest, first-person perspective.
Regularity
PR Opinions and McLintic both say updating a blog doesn't need to be daily. I agree. It just needs to be regular. If readers expect a post every week and return to see no updates, they'll be disappointed.
Make it interactive
Run competitions, propose new product functionality and ask for feedback.

Any PR agency worth its client list should consider these when talking to a prospective client about blogging. Blogging makes sense in many instances, but not everyone is ready for such open communication. A company might have too many regulatory issues to be transparent on a blog. You also need a great personality that comes through in writing – someone that champions the company and its goals.

Posted by at July 6, 2005 11:33 AM