Some say that blogging will lead to the downfall of public relations, or something drastic like that.
Not surprisingly, I disagree.
Blogs, as we pretty much all know, are a great way — though, just one way — for companies to enhance their relationships with customers, prospects, influencers, vendors and even the media. And, yes, not all companies should or need to blog. But, that topic has been done before.
Let’s look at media.
The traditional ways of trying to get publicity for a company — news release writing and/or pitching, story distribution, even stunts — are still valid for many companies and in many industries.
But, now, companies are being more creative and using blogs. The Chrysler Group of DCX is one. For details, see here. The example of DCX wanting to comment or get a point across on “Big Oil” is excellent. Before blogs, DCX would’ve had to try to get an editorial or a letter to the editor in a particular daily newspaper or trade outlet.
Now, it simply has to post its opinion on its www.TheFirehouse.biz blog, and hope media outlets will find it interesting enough to pick up. Still kind of the same as in traditional means. However, unlike traditional means, even if one doesn’t succeed in having the media pick up your story, you still got your point across to the media — a lot more media than you would if you’d pitch the story. And, if the blog is public, then you’ve also reached some of your audience.
(Though, if you are going to blog, leave your posts up.)
The LAPD is another example of an organization using blogs to work wtih the media. However, in this case, it’s using its blog not only “to communicate with the public and educate them about what we are doing at the LAPD . . . . But I also see it as an opportunity for me to respond to those issues where I feel the department is being misrepresented,” according to Police Chief William J. Bratton. (Registration will be needed to access the LA Times story. You can get a glimpse of it at Poynter.)
So, if you don’t like what the media is reporting about you — whether you feel it’s not complete, inaccurate, or just looking to get more details out — simply blog.
Okay, so “battling back with blogs” is a bit too strong for what I mean in this post. (But, I liked the alliteration.) Probably a better title would’ve been along the lines of “Create your own media empire.” Or, “Be a media mogul: Blog.”
Any suggestions?
– Mike
Technorati tags: blogging, blogs, public relations, PR, LAPD, DCX
