Corporate blogging / The corporate blog - fad or PR standard? Ionut Oprea, Communication Director MediaPro Interactiv www.clickio.ro

PR definition of a (corporate) blog A website with rich, frequently-updated, non-commercial content , that creates manageable local feedback loops and can easily spread messages in the right communities or zones of the “blogosphere” by creating or joining relevant “conversations”. Ionut Oprea, “ Quotes that didn’t make it into my other books”

A website with rich, frequently-updated, non-commercial content , that creates manageable local feedback loops and can easily spread messages in the right communities or zones of the “blogosphere” by creating or joining relevant “conversations”.

Ionut Oprea,

“ Quotes that didn’t make it into my other books”

What’s a corporate blog? A blog creating a favourable online context for a company. This can be: Written by: a CEO blog a company blog a specialist blog an experience blog … or you could consider www.blogagency.ro one person- the CEO more than one voice int/ext. specialists all of the above

A blog creating a favourable online context for a company. This can be:

Written by:

a CEO blog

a company blog

a specialist blog

an experience blog

… or you could consider www.blogagency.ro

A blog enables you to… Develop your online presence and help your audience/target groups find & discover you ( larger presence = more reasons, more opportunities to be found in this ever-growing world wide web) Tell interactive/multimedia stories that deliver your messages to members of the right groups Create, engage and leverage an audience/community/network of clients/friends/influencers; onsite and beyond – “let’s engage the bloggers” So, as PR goes, you can use blogs to do what you’ve always done: Deliver key messages to key audiences Develop healthy relationships with relevant publics Influence behaviors and attitudes Manage the reputation of a company (build proactively and respond easily and effectively to crisis moments) Get professional help in achieving corporate blogging success – www.blogagency.ro

Develop your online presence and help your audience/target groups find & discover you ( larger presence = more reasons, more opportunities to be found in this ever-growing world wide web)

Tell interactive/multimedia stories that deliver your messages to members of the right groups

Create, engage and leverage an audience/community/network of clients/friends/influencers; onsite and beyond – “let’s engage the bloggers”

So, as PR goes, you can use blogs to do what you’ve always done:

Deliver key messages to key audiences

Develop healthy relationships with relevant publics

Influence behaviors and attitudes

Manage the reputation of a company (build proactively and respond easily and effectively to crisis moments)

Natural why’s Why should I have a blog? probable outcomes and results (and their bottom line impact, ideally) and not “because we can/have to” You MUST be officially on the internet first… Why now? readiness and coordination with other communication strategies and tactics and not “because Ionut Oprea said so” Why me? you must be ready to handle both the fire and the smoke, so make a choice. Or just make sure you’re working with the right firemen. Is this trip really necessary? “ Let us show you what this little thing called blog can do for you”– www.blogagency.ro

Why should I have a blog?

probable outcomes and results (and their bottom line impact, ideally) and not “because we can/have to”

You MUST be officially on the internet first…

Why now?

readiness and coordination with other communication strategies and tactics and not “because Ionut Oprea said so”

Why me?

you must be ready to handle both the fire and the smoke, so make a choice. Or just make sure you’re working with the right firemen.

Is this trip really necessary?

In-vacuum theory Blogs = 2-way direct communication Blogs = easy immersion in the social media phenomenon Blogs = trendy (now and some time from now) Blogs = (Google) Search Darlings Blogs = the new Graal Blogs = the new PR “ Please see other specialists for simple buzzword therapy, not us”– www.blogagency.ro

Blogs = 2-way direct communication

Blogs = easy immersion in the social media phenomenon

Blogs = trendy (now and some time from now)

Blogs = (Google) Search Darlings

Blogs = the new Graal

Blogs = the new PR

Real-life situations Blogs (CAN, and not always DO) create a sense of transparency and this helps building TRUST Blogs CAN be a cost-effective means of directly delivering information and messages to relevant publics Blogs CAN help you attract(“channel”) constructive feedback in a permanent loop and/but also to quickly attract and respond to negative behavior “ we help you turn the ‘CAN do’ into done and will do again ”– www.blogagency.ro

Blogs (CAN, and not always DO) create a sense of transparency and this helps building TRUST

Blogs CAN be a cost-effective means of directly delivering information and messages to relevant publics

Blogs CAN help you attract(“channel”) constructive feedback in a permanent loop and/but also to quickly attract and respond to negative behavior

Keys to corporate blogging success Utilitainment – give them something either useful, either something entertaining, or use both to maximize your attractiveness Commitment – allocate consistent resources for managing Analyze and measure – impact, outcomes, and relate to output. Measure, measure, measure everything, anytime. Leverage both negative and positive feedback (may seem hard in the beginning, almost impossible, but with professional help, it’s a piece of del.icio.us cake) “ Here are your keys, come to us if you want to find your car” – www.blogagency.ro

Utilitainment – give them something either useful, either something entertaining, or use both to maximize your attractiveness

Commitment – allocate consistent resources for managing

Analyze and measure – impact, outcomes, and relate to output. Measure, measure, measure everything, anytime.

Leverage both negative and positive feedback (may seem hard in the beginning, almost impossible, but with professional help, it’s a piece of del.icio.us cake)

First, you must forget: “ Press release corporate speak” (even without thinking about blogs) “ burying” uncomfortable information “ overpromise and underdeliver” the need to control –> the need to influence “ We’ll let you in on a secret: we can walk you through all these” – www.blogagency.ro

“ Press release corporate speak” (even without thinking about blogs)

“ burying” uncomfortable information

“ overpromise and underdeliver”

the need to control –> the need to influence

Who’s that blog? Don’t forget your corporate credits, but bury them in utilitainment and only link to it when necessary Make your blog part of your overall communication (integrate both ways) A successful blog has a life of its own. You might consider making your blog a brand/product extension. Confident? Build it like this from day 1. “ We coined the term utilitainment – come see it in action”– www.blogagency.ro

Don’t forget your corporate credits, but bury them in utilitainment and only link to it when necessary

Make your blog part of your overall communication (integrate both ways)

A successful blog has a life of its own. You might consider making your blog a brand/product extension. Confident? Build it like this from day 1.

What’s in a name? A blog, by any other name, would be as USEFUL. Thank you! Talk to me: www.clickio.ro , [email_address] Talk to us: www.blogagency.ro See more: www.slideshare.net/clickio Let’s click!: www.xing.com/profile/Ionut_Oprea

A blog, by any other name, would be as USEFUL.

Thank you!

Talk to me: www.clickio.ro , [email_address]

Talk to us: www.blogagency.ro

See more: www.slideshare.net/clickio

Let’s click!: www.xing.com/profile/Ionut_Oprea