Bloggers contribute to their own public relations by publishing and sharing news on the web. A blog builds relationships with readers and other bloggers of similar interests which can lead to high numbers of small audiences. They reflect your own unique perspective as discussions become a two-way street. In effect, blogging becomes an interactive form of branding.
Building communities
Blogs not only give business owners and companies the opportunity to reach their audience, but individuals, small groups, friends, coaches and celebrities as well. It personifies who you are and allows a ‘one-on-one’ connection that can open the doors to many small audiences. From there, it can be shared and develop into communities of bloggers with similar interests.
Talk directly with your audience
The old ways of publishing news is taking a back seat to blogging. No longer does an executive, company, celebrity, or sports figure like Curt Schilling need to wait or hope for good publicity on television, radio, or print; they can now publish and share their own story and talk directly with their audiences.
It’s about cultivating relationships
Business blogging is an excellent way of familiarizing people with your service, expertise and business style. In a competitive marketplace where the usual determining factors are equal, the ‘emotional quotient of a blog’ could become the tipping point that allows people to feel connected with you and your company. Blogging, when properly done, can reveal the human side of you and opportunities to connect with them on a more personal level. It’s your voice and your perspective.
Comments and Feedback
Of course, not everyone is going to agree with all you say on your blog. The best thing to do is to respond to feedback in a professional manner and thank them for their comments. You can shut off the ‘comments welcome’ button and never hear any negative feedback, but don’t you want to hear from your audience? Discussions with your audience is invaluable. Remember, all your responses are posted and duly noted, including the ones you may not agree with.
Blogs deliver with speed
Part of this new paradigm shift is because the blog technology delivers with speed. In a recent PRSA event I attended, writers and bloggers from prestigious publications, like the Atlantic Monthly, revealed that their blog got the big stories first. ‘Speed to the web’ was cited as a major concern.
At the end of the day, blogging is branding. It shows a little bit of who you are, your likes and dislikes, and a peak at of your personality and business style”.
by John Bergdoll, Creative Solutions, Inc.
