Blogging can have a profound effect on an array of public relations purposes. From crisis management to brand management, from press releases to getting press, blogging is a hotbed of communication action. Blogs are ubiquitous and convenient, and for now, they're here to stay.
However, its pervasive presence might be the blogging phenomena’s only downfall. According to Forbes.com, the number of blogs worldwide will increase from 22 million in 2005 to nearly 1 billion in 2010. The astronomical number of blogs poses a problem for any public relations initiative online. In order for a public relations blog to be successful, it must stand out among the millions of other blogs. The question is: how?
After reviewing numerous “how to blog” sites, I have narrowed down the suggestions to two key conclusions:
Forget the Fluff
According to Amber Simmons, bloggers should pass on the overused, clichéd terms in their entries and simplify their message as much as possible. A concise message is a powerful one. Less, in the blogging world at least, really is more.
Design with Style
Poor design choices can “cripple” a website, according to online copywriter Nick Usbourne. In the cutthroat field of public relations, stiff, unusable interface designs simply cannot compete with attractive, user-friendly blogs.
Of course, these suggestions represent only two foundations of a successful blog. A blog, especially one of public relations, requires frequent up keeping and rejuvenation. If neglected, it will fall into the online abyss of forgotten blogs, perhaps never to make an impact for your organization.
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