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Organizational Blogs for PR

What’s the relevance of blogs to PR & journalism?

Benefits of organizational blogs for PR?

Attributes of good blogs?

Difference between personal blogs and org blogs?

Blogs that GET ITMarriottDeltaRed CrossWhole FoodsDisney ParksZOMBIES

Blogging Blogging is a primary social media activity for PR

Connects to traditional PR (newsletters, creating content, media relations*)

Humanizes and gives the org a personality

Planning: Who will blog? The CEO? An intern?A team?PR?

Transparency & first person

PlanningConsistent posting schedule—readers can depend

on content

Editorial process: Who will approve (legal)?

Promote the blog (traditional PR & ads?)

Dialogue: Monitor & respond (Vetting? Deleting)

How will you continue the conversation?

Turn one event/product launch into 10+ posts or a recurring topic?

Key messages & consistency of tone/voice? ADVOCACY

Encourage feedback & build community?

Writing tipsKnow your audience! Consider multiple blogs…Storytelling

Accessible, easy to read/understand (not technical)

Don’t duplicate other website content (don’t introduce the org)

Your readers know who you are, bring them closer

Blog FeedbackConsider your audience: don’t offendPut on your PR hat: advocate for org, “brand journo” but

not obligated to be objectiveTurn negatives into positive (no venting, journaling)CreativityAvoid cheerleader, sales, ad copy, stock press release,

and clichés: “ever wondered?” “right around the corner” (When you sound like an ad for Kay Jewelers, you’ve taken a wrong turn at Albuquerque)

Understated punctuation!!!???....

Types of posts How-to (recipes) List-icles Curating Personal stories/guest

bloggers Partner programs Lifestyle Internal (peek inside) Relevant issues

In groups of 3-4Choose an organizationNOT Coca-Cola

Create:A list of key messages and specific theme or topicA list of 10 blog post ideas Short descriptions of at least 5 blog posts10 tweets consistent with your key messages