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The Scoop Blog
Many PR agencies have asked me about PR blogs, both for their own organization and for their clients, and each time I find them uncertain about the type of content they want to have displayed online. All they know is that they want to get into the blogosphere to create some buzz. True, that is the goal, but simply having a blog-like web site with new posts coming in from the top and exiting at the bottom is not going to get any good readership. The blogosphere is already flooded with content beyond comprehension that search engines such as Technorati and Google BlogSearch have to be used to aggregate and sort through the mess. So then, what can PRs do in the blogosphere that will work? My advice is go look at the Official Google Blog. The philosophy behind that blog is simple: an information channel for the company. Any journalist, analyst, member of the public, or competitor knows exactly where to look to find information on Google--on the Google Blog! Not only is the content of value, but the nature of the single source of information. Many readers with interest stand waiting at the digital fence for a glimpse of the latest and greatest news from the company. Hmm..that makes me wonder if Microsoft had such a channel, would the independent and popular Microsoft Watch site capture as many eyeballs? Google's method is one that's done in house, which in many situations could cannibalise agency press release writing work. But on the flip side, if the expertise lay with the PR agency, then forget the press releases and begin blogging! This case, to me, proves an old point that "content is still king". So alternatives could be a blog of a personalities (e.g. Say the CEO blogs), in-depth knowledge on a subject (e.g. Say Nokia on mobile technologies), or the blogger happens to be a PR person (e.g Say if Xia Xue were in PR...mm..oh my). One last word of warning: the people who have figured out how to use the Internet to read blogs, have also figured out the difference between good content and marketing. Sure you can have a positive spin, but if you sell, you'll start to smell. By Benjamin Koe on Monday, 3 July 2006 at 11:18 PM Post a Comment |
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