Blogging. Everybody’s doing it; me, my professors, even CEO’s of Fortune 500 companies are blogging.
It’s this last group that really interests me. CEO’s of large multinational corporations, who wouldn’t have time for you if you called their direct line or dropped by the office, are blogging. They’re blogging in reaction to customer dissatisfaction or blogging in an effort to be proactive about their consumer relations. They think they’ve found a way to create some sort of personal relationship with their customers, all of them, by reaching out, albeit virtually, and talking to them online. They’re answering queries, sharing secrets (probably not really important ones though), and just keeping their interested consumers in the loop.
Blogging is becoming big business too. Along with media training for CEO’s, some PR firms are now offering corporate blog training for executives. Manning Selvage & Lee, an international PR firm with an office in Toronto, is one such firm. They’re actually the only firm I managed to find that was publicly advertising that services. Maybe they’re a step ahead?
Some executives blog like clockwork. They do it daily, weekly or on some other scheduled and well known routine. Others are more sporadic and blog whenever the mood hits them. Some executives take a rather relaxed approach, blogging about whatever they may have on their mind that day. Others keep it strictly business.
But, just how effective is blogging? Are publics buying this attempt by CEO’s to reach out and create happy little consumer communities?
According to PR Communications, it does… some times. According to the article, corporate blogging can definitely create value for your company. It has the ability to reach out to certain publics and create a relationship with those publics. It is by no means a surefire way of doing that though.
As with most relationships, if your blogging relationship with your public is disingenuous people will see through it. But, if you are genuine in your blogging, it is a tool that has the potential to reap many rewards. As with many things, honesty is the best policy and keep it simple. Blog about what you know. And, oh yeah, flogging is probably a bad idea.
If it’s done right, blogging can definitely be an added benefit in the constant struggle that is customer relations. It offers companies an unparalleled medium through which they can have access to their public(s). It can be a big benefit and a huge advantage over competitors.
So, in conclusion I’m not sure if they’ve done it, but, I definitely think they’ve gotten closer. I think corporate execs have found a medium that effectively allows them to communicate directly with their publics. And just like with any new medium, those who use it properly, start early and who use it genuinely, for the best interest of both the consumer and the company they represent, will prosper. The good execs out there, those ‘on the ball’ will see the benefit and will get behind this movement. They’ll also probably be the ones who introduce us to the next movement. I wonder what that will be?
