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Corporate Blogging a PR Challenge In Itself
By: Doug Bedell
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Here's a great splash in the face to help you get rolling on corporate or organizational blogging – any steady, regular writing for that matter. If your "online content factory is broken," says Kate Schackai on the Customer Think blog, rev it up. Brush impediments aside (at least meet with them) and don't get so pretentious about writing – a blog is only "a blog post, not a legal treatise." (Today isn't really Be Nasty to Lawyers Day.)

Seriously, you've got to plant your feet, limber up you fingers on the keyboard, and go! "Blogging, like any creative PR effort," Kate says, "has an exponential rate of return; one little toe in, even if it's dipped religiously, once a month, is simply not going to cut it. If you want to use a "content factory" to drive interest in your business, respect for your innovation, and loyalty from your customer base, you're going to need to take a few elementary steps in attitude adjustment." Kay lists them as (fleshing out each item as she goes):

1. Kill crisis by committee

2. Design a campaign

3. Implement accountability

4. Let writers write

What these come down to is getting past the skittishness non-writers sometimes feel about writers (maybe not just "sometimes"). Before you start an organizational blog, it would be well to talk it through with your sponsors, not just the subject matter but the blogging discipline itself. You've got to be free to blog regularly, and they need to understand that.

A blog may have a publisher but he/she/they had better not act like one. That could drain the vitality from what you're all trying to do. Corporate blogging is a prior PR challenge in itself. Understand that, act on it, and you may have a great corporate blog! 


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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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