It is an unfortunate but true fact that if there is anything negative about a business, there is probability that it will be magnified in the media. The job of the media is to report on news, whether that news is good…or not so good. Often, the damage may seem irreversible and executing damage control strategies may prove futile. But how does a corporate entity arrive at a point or even allow the company to be cast negatively to its shareholders and/or consumers?
By not being proactive in their approach to media relations strategy and establishing a corporate image.
Generally speaking, organizations that don’t do anything in the way of media relations, public relations or consumer relations are really waiting for something, negative or otherwise, to happen before they take action. Media relations should be placed in the hands of the company with trained individuals who have a firm grasp of business and economics and who can execute and lead the company’s image in the right direction. It is quite unlikely that organizations will be able to deflect all (if any) unpleasant images written by news media and reviewers. It is simply the nature of the beast. However, the idea of portraying your company in a positive light doesn’t have to be a wish, but is quite attainable.
Corporate media relations can spin a huge, positive effect on the company’s business through the direct, concentrated focus of a business blog and its distinguishable efforts to make an outstanding and lasting impression.
What Should The Blog Be About?
Corporate blogs should concentrate on current events, news and technology that are happening within the company. Personal stories or gossip should always be avoided and the blog should focus on professional issues that relate directly to the management and growth of the company.
Who Should Author the Corporation’s Blog?
This is a debatable question that has been discussed at length at a post on the TechCrunch blog. Of the list of their public relations do’s and don’ts, number nine was very interesting:
First impressions are everything, and publicly showcasing your company, on stage, online, in print, or via broadcast media, requires nothing less than a polished, personable, and contagious presentation.
As hard as it is to pass the torch, this is one of those times where you really don’t have much of a choice if you’re not absolutely, 100% the best voice of the company. All hope isn’t lost however. You can embrace media and presentation training, and when tied to a tight elevator pitch and convincing messaging platform, you may indeed emerge as the ideal spokesperson for your brand.
The best spokesperson to represent the company through the blog should ideally be someone who:
- Has appreciable writing and editorial skills.
- Is engaging and informative in their approach.
- Knows how to report news effectively and artfully, but avoid sticky situations.
- Has technical skills and can maneuver their way around the blog platform.
- Has passion and interest in the subject matter.
It doesn’t matter if that person is the CEO or a staff administrator, just as long as the blog is effectively written and conveys the ideas of the corporation in a professional manner.
How Often Should Blog Posts Be Made?
Blog posts should be made as often as necessary, usually no less than once a week. Many corporate blogs are updated two to three times a week. Organizations that have a busy public relations department may find it beneficial to update their blogs on a daily basis. Ideally, the corporation should assess the level of activity it has with news, current events and community service and fit these models into its blogging activity.
Should Blog Posts Be Slanted or Biased?
Yes…and no. Slanting your blog posts in an eternally-positive light will begin to become suspicious after a while. Readers will start to wonder if the posts aren’t all simply “staged” or even paid reviews. However, the whole purpose of your corporate blog is to create a positive economic image and attract investors, right? Right. However, there is a fine line here. Blog posts should simply be genuine in nature and worded carefully so as to avoid any misrepresentation or confusion. If there is a negative situation brewing within the company, don’t simply ignore it. You can blog about the situation in a general fashion. Or, you may even blog a legal disclaimer stating that although you are aware that the public may know of particular problems, you simply are not at liberty to discuss them due to legal ramifications.
The more the corporation engages in blogging and make it an integral part of its media relations efforts, the better the corporation’s image will appear to the general public and its investors. Shareholders will begin appreciating the exposure that the company is receiving. Consumers will feel a level of satisfaction with the product or service that the company provides and perhaps will be inclined to give them more business.
Finally, the corporation will experience a measure of long-term growth simply by employing a public relation strategy that can place them well ahead of their competitors.
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