Blogging as a tool for PR

The emergence of blogging as a tool in corporate communications and public relations signifies an excellent way for firms to do everything from tracking the amount of people that visit and post on their blog, to communicating and receiving helpful feedback on the topics posted.

As I browsed through several PR blogs, I noticed that the phenomenon of blogging has penetrated the corporate world, now appearing to be a widely accepted and used form of social media. The basic journal style of blogs allows readers to feel close and ironically intimate with the author’s postings because the information is basically delivered through “word of mouth.” In other words, readers feel more inclined to trust something posted on a blog because the words represent a direct opinion or experience, as opposed to a generic advertisement.


Companies can now use blogs not only as a tool to position themselves on the map, but also to sell their actual selves. For example, Richard Edelman, president and CEO of Edelman, the largest independent public relations firm, has a beautifully executed blog with detailed and well-written postings. Edelman’s latest posting concerned his observations from the recently attended World Economic Forum in Davos. Edelman’s blog about the World Economic Forum delivers a high sense of credibility for he cites the vital issues, themes, and topics discussed at the forum. Another instance of credibility granted through a blog posting occurs on Hill & Knowlton’s blog. Multiple postings dealt with opinions and reflections about the Internet and its relation to PR, advertising, and the new jargon entering the scene. One titled, “What is internal communications?” described everything from the definition of the term, to Hill & Knowlton’s own interpretation. The postings read like conversations, not gimmicks in an attempt to sway a reader’s opinion one way or the other, and thus have a stronger sense of truthfulness founded on real testimonial. Blogs embody a new era of communication, and thus companies adapting and participating in the new advancements illustrate their desire to learn, develop with technology and essentially enhance their reputation. Additionally, Hill& Knowlton’s blog listed the number of people who viewed, as well as posted on each article, thus they have used their blog to track the volume of readers- very smart.

Other ways in which blogs contribute to the promotion and growth of firms include the actual set-up of the blog. Polished, professional, organized, and articulate blogs display the idea that the maker not only has the knowledge to create the blog, but also to maintain it. In today’s world, technology advances and thrives at a rapid pace, thus being well-versed and having expertise with new technological practices can be of great value. Burson-Marsteller, another renowned public relations firm, also has a well-designed blog with links to the firm’s main website. By doing this, readers if so inclined, can explore the main website and see the many prestigious awards presented to Burson-Marsteller. Hence, blogs represent a great way for firms to tout their achievements and network with other business professionals.

My generation grew up with computers and the Internet at our tiny fingertips. Being born in an era which fostered the birth of booming technology, places the expectation upon America's youth to have a clear understanding of it and essentially be technologically savvy. I’m thrilled to have the unique opportunity to take this blogging class and look forward to learning more as well as maintaining my blog into the future. For more information take a look at these blogs mentioned above.

http://blogs.hillandknowlton.com/blogs/

http://blog.e-fluentials.com/

http://www.edelman.com/speak_up/blog/

http://www.burson-marsteller.com/pages/home