Corporate blogging / The corporate blog - fad or PR standard?        Ionut Oprea, Communication Director MediaPro Interact...
PR definition of a (corporate) blog <ul><li>A website with rich, frequently-updated,  non-commercial content , that create...
What’s a corporate blog? <ul><li>A blog creating a favourable online context for a company. This can be: </li></ul><ul><li...
A blog enables you to… <ul><li>Develop your online presence and help your audience/target groups find & discover you ( lar...
Natural why’s <ul><li>Why should I have a blog?  </li></ul><ul><ul><li>probable outcomes and results (and their bottom lin...
In-vacuum theory  <ul><li>Blogs = 2-way direct communication </li></ul><ul><li>Blogs = easy immersion in the social media ...
Real-life situations <ul><li>Blogs (CAN, and not always DO) create a sense of  transparency and this helps building TRUST ...
Keys to corporate blogging success <ul><li>Utilitainment  – give them something either useful, either something entertaini...
First, you must forget: <ul><li>“ Press release corporate speak” (even without thinking about blogs) </li></ul><ul><li>“ b...
Who’s that blog? <ul><li>Don’t forget your corporate credits, but bury them in  utilitainment  and only link to it when ne...
What’s in a name? <ul><li>A blog, by any other name, would be as USEFUL. </li></ul><ul><li>Thank you! </li></ul><ul><li>Ta...
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Corporate Blogging

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A presentation on Corporate Blogging, held by Ionut Oprea (www.clickio.ro) at the „FUNDAMENTALS OF CORPORATE COMMUNICATION: CURRENT TRENDS” conference in Bucharest, 2007

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Corporate Blogging

  1. 1. Corporate blogging / The corporate blog - fad or PR standard?        Ionut Oprea, Communication Director MediaPro Interactiv www.clickio.ro
  2. 2. PR definition of a (corporate) blog <ul><li>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”. </li></ul><ul><li>Ionut Oprea, </li></ul><ul><li>“ Quotes that didn’t make it into my other books” </li></ul>
  3. 3. What’s a corporate blog? <ul><li>A blog creating a favourable online context for a company. This can be: </li></ul><ul><li>Written by: </li></ul><ul><li>a CEO blog </li></ul><ul><li>a company blog </li></ul><ul><li>a specialist blog </li></ul><ul><li>an experience blog </li></ul><ul><li>… or you could consider www.blogagency.ro </li></ul>one person- the CEO more than one voice int/ext. specialists all of the above
  4. 4. A blog enables you to… <ul><li>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) </li></ul><ul><li>Tell interactive/multimedia stories that deliver your messages to members of the right groups </li></ul><ul><li>Create, engage and leverage an audience/community/network of clients/friends/influencers; onsite and beyond – “let’s engage the bloggers” </li></ul><ul><li>So, as PR goes, you can use blogs to do what you’ve always done: </li></ul><ul><li>Deliver key messages to key audiences </li></ul><ul><li>Develop healthy relationships with relevant publics </li></ul><ul><li>Influence behaviors and attitudes </li></ul><ul><li>Manage the reputation of a company (build proactively and respond easily and effectively to crisis moments) </li></ul>Get professional help in achieving corporate blogging success – www.blogagency.ro
  5. 5. Natural why’s <ul><li>Why should I have a blog? </li></ul><ul><ul><li>probable outcomes and results (and their bottom line impact, ideally) and not “because we can/have to” </li></ul></ul><ul><ul><li>You MUST be officially on the internet first… </li></ul></ul><ul><li>Why now? </li></ul><ul><ul><li>readiness and coordination with other communication strategies and tactics and not “because Ionut Oprea said so” </li></ul></ul><ul><li>Why me? </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Is this trip really necessary? </li></ul>“ Let us show you what this little thing called blog can do for you”– www.blogagency.ro
  6. 6. In-vacuum theory <ul><li>Blogs = 2-way direct communication </li></ul><ul><li>Blogs = easy immersion in the social media phenomenon </li></ul><ul><li>Blogs = trendy (now and some time from now) </li></ul><ul><li>Blogs = (Google) Search Darlings </li></ul><ul><li>Blogs = the new Graal </li></ul><ul><li>Blogs = the new PR </li></ul>“ Please see other specialists for simple buzzword therapy, not us”– www.blogagency.ro
  7. 7. Real-life situations <ul><li>Blogs (CAN, and not always DO) create a sense of transparency and this helps building TRUST </li></ul><ul><li>Blogs CAN be a cost-effective means of directly delivering information and messages to relevant publics </li></ul><ul><li>Blogs CAN help you attract(“channel”) constructive feedback in a permanent loop and/but also to quickly attract and respond to negative behavior </li></ul>“ we help you turn the ‘CAN do’ into done and will do again ”– www.blogagency.ro
  8. 8. Keys to corporate blogging success <ul><li>Utilitainment – give them something either useful, either something entertaining, or use both to maximize your attractiveness </li></ul><ul><li>Commitment – allocate consistent resources for managing </li></ul><ul><li>Analyze and measure – impact, outcomes, and relate to output. Measure, measure, measure everything, anytime. </li></ul><ul><li>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) </li></ul>“ Here are your keys, come to us if you want to find your car” – www.blogagency.ro
  9. 9. First, you must forget: <ul><li>“ Press release corporate speak” (even without thinking about blogs) </li></ul><ul><li>“ burying” uncomfortable information </li></ul><ul><li>“ overpromise and underdeliver” </li></ul><ul><li>the need to control –> the need to influence </li></ul>“ We’ll let you in on a secret: we can walk you through all these” – www.blogagency.ro
  10. 10. Who’s that blog? <ul><li>Don’t forget your corporate credits, but bury them in utilitainment and only link to it when necessary </li></ul><ul><li>Make your blog part of your overall communication (integrate both ways) </li></ul><ul><li>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. </li></ul>“ We coined the term utilitainment – come see it in action”– www.blogagency.ro
  11. 11. What’s in a name? <ul><li>A blog, by any other name, would be as USEFUL. </li></ul><ul><li>Thank you! </li></ul><ul><li>Talk to me: www.clickio.ro , [email_address] </li></ul><ul><li>Talk to us: www.blogagency.ro </li></ul><ul><li>See more: www.slideshare.net/clickio </li></ul><ul><li>Let’s click!: www.xing.com/profile/Ionut_Oprea </li></ul>

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