| A point reiterated time and time again is that blogging is | | | | that concern your company. |
| an important part of any PR plan and strategy. While | | | | Whether you create and manage one yourself or |
| blogs may have been seen as unimportant "journals" | | | | read and follow others, blogs provide the chance to |
| that anyone could write, their importance is ever | | | | really create a sense of community with your current |
| growing. Reporters and companies are continuing to | | | | and potential customers. They also allow for you, the |
| see the influence that bloggers can have on | | | | company, to provide content that is valuable to your |
| customers and Internet users. | | | | customers rather than simply advertising to them. The |
| Blogging is still available to anyone with an email | | | | Internet makes it possible for customers to find you, |
| address and Internet connection, but often times, blogs | | | | even searching for your company by the services you |
| with no useful content or content of value quickly die | | | | provide or the content you provide online. Why not |
| and get forgotten about. There is always room for a | | | | make it more valuable for customers to visit your |
| good blog with useful content of value. | | | | blog? Once you've proven that your blog and your |
| The ease of blogging as well as the economical | | | | involvement in other blogs is more than an advertising |
| benefits make it a smart component to consider when | | | | outlet, they are more likely to trust you and the |
| creating a PR plan. In addition to blogging yourself, it is | | | | personified image you've created for your company. |
| important to read other blogs. Influential bloggers may | | | | Take advantage of blogs, whether your own or |
| have thousands of readers; as such, there is a lot of | | | | others' by getting involved and offering useful |
| value in tracking their blogs that may feature content | | | | information. While writing your own blog is important, it |
| on your company. Think about your objectives and | | | | is even more vital that you monitor your company's |
| evaluate if blogging would help in accomplishing your | | | | online presence and the word of mouth (WOM) |
| goals. | | | | customers generate. Tracking your online reputation |
| Blogs can serve a great purpose for any company. | | | | can help prevent crises from evolving by catching |
| They can include, among others: | | | | misinformation early on. Keep up-to-date with what is |
| The ability to monitor, track, and respond to what it | | | | said about you as well as talk about the industry in |
| said about your company by other bloggers. | | | | general in which you do business. |
| The opening of the lines of communication between | | | | There is a sort of art to blogging, but being responsible, |
| your company and your customers. | | | | responsive, and available to customers can help your |
| The opportunity to add to and help shape | | | | business greatly. |
| conversations taking place on your blog and others | | | | |