After browsing several sites dedicated to either PR blogs or blogs about PR blogs, it’s easy to see the dramatic effect this tool has on corporate communications, both in the United States and abroad. I suppose the obvious question is, why blog? What does a blog add to a company’s profile or an individual’s resume? For one, I believe it adds credibility. When a PR professional such as Colin Byrne, CEO of Weber Shandwick UK, comments daily on anything from stock market trends and its effects on PR practices, to current events and entertainment gossip, I as a client, would see a certain savvy that might not be quite so obvious in a formal business setting.
Secondly, I think Richard Laerrner of The Bad Pitch Blog, nailed it on the head when he said that “PR is about everyone working together to make it work…stop shouting from the rooftops about who did what; just get excited by the mutual work.” PR blogs can and should be used to share insights and information that ultimately make the entire industry more reputable. FCNow, the staff weblog to FastCompany.com, offers “frequent, short, sharp and substantial entries” including new ideas, business news and current events, and generally “shedding light on the ‘world of work.’” Insights that aren’t typically in the magazine, or in the story, or on the corporate website, are offered on blogs to the general public, clients and other PR professionals with the result of, in my opinion, better and more well-rounded PR.
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