Blogging has become an important tool in every company’s communication arsenal. But there are new rules for this new medium. Forget about “positioning” and “one-size-fits-all” press release blasts. Think of Blogs as a way to participate in “intelligent conversations” with everyone who helps define your brand – including both a broad audience (like the media) and narrow audience (like your customers).
To support your brand, distribute your story via a Blog in much the same way you’ve sought to distribute your story via print, radio and TV – using relevant stories with focused messages; however, being a 2-way channel, a Blog can provide insights into what customers, prospects and even the disenchanted are saying about your offerings. In turn, you must also use your Blog as a company and/or crisis communication tool to address questions and concerns in the market.
