PR Advice for Professionals

Why Your Business Should Have a Blog as a PR Tool

by Michelle

Because of the Internet, the current flow of information and opinion is unprecedented in human history. As blogging has gained prominence, it has become a vital public relations tool for companies. No longer is it enough to just have a Web site, now a company needs a blog to help it gain publicity and to help its employees or leaders to become thought of as experts in their field.

According to a report at the Web 2.0 conference, there are now over 4.1 million blogs around the world with a new one created every 7.4 seconds. However, there are only about 5,000 company blogs. That means there is a lot of room for your company to find its niche and gain valuable exposure.

Businesses are accepting blogging as an integral part of PR because it allows firms to engage with current and prospective clients on a one-on-one level. According to Trevor Cook in his blog Re-Thinking PR, “Blogging emphasizes authentic voice and genuine interaction.” By talking to readers in a conversational manner, a blog puts a human face on a company and helps to build the public’s trust in a company through an open discussion.

If a disaster should strike, your business blog can provide an immediate and personalized way to address the issue and avoid sounding like the “spin” usually associated with traditional PR. Rather than shutting down communications in times of crisis, a company can post regular and open information on its blog. It can address the crisis fairly and honestly while keeping the public completely aware of where the business stands and its plans to move forward.

A company’s blog also plays an important role in gaining the attention of the media. The news media is constantly on the lookout for potential news stories. A growing number of editors and journalists are reading blogs on a daily basis. By writing about your industry, reviewing products, providing company news and providing commentary on your industry, your business’ blog is a ready source of news stories. Journalists will also come to view you as an industry expert if you write in a style that reflects your personality and knowledge.

Any business seeking a public relations vehicle, should add a blog to their Web site. The authentic and personalized blog voice is natural fit for any public relations and will benefit your company during a crisis. As more journalists and editors read blogs, it is imperative for your company to keep up with the trend.

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