New Media & PR: Corporate blogging still lags as a communication tool Published February - March 2007 A ‘disconnect’ between senior executives (typically in the C-suite) and communication professionals may be a reason for a slow uptake of blogs as a corporate communications or marketing tool. Blogs are often touted as one of the more established new media tools, yet recent surveys - primarily in the US and UK - indicate their usage among the corporate community is still relatively low. Two surveys, one conducted with in-house and agency pr professionals and the other conducted with senior executives indicate that there is still a low uptake of blogging in the corporate blogosphere. For example, a survey of more than 1,100 public relations executives from agencies and corporations, and conducted by Peppercom Strategic Communications (www.peppercom.com) and the Daily Dog revealed these findings: Almost 89% of US pr respondents and nearly 83% of UK pr respondents believe blogs are an important digital communication BUT more than half of all respondents said no one is blogging on their or their clients behalf Most respondents confess they or their clients don’t have an official blogging policy Another study that may give further insight into the above also looked at corporate blogging, but from the perspective of senior management.  The Makovsky 2006 State of Corporate Blogging Survey by Harris Interactive polled 150 senior executives from the Fortune 1000 companies and these were the key findings: Only, 1% of respondents were convinced of its abilities to generate sales or leads 3% of respondents saw it as a tool for brand-building 5% of respondents were convinced to a great extent that corporate blogging is growing in credibility as a communications medium 15% of respondents stated someone on staff is currently writing a blog related to the company and its activities. It is likely that senior executives are struggling with the concept of blogs because: The time it would take to commit to something of this nature that has to be frequently updated and ‘fresh’ will likely frighten CEO’s. CEO’s and senior management strength is often in their numeric literacy and the idea of generating written material is not something that comes naturally to many (not to mention grappling with technical IT considerations!). Blogs are not always targeted at one audience and the results are not always easily quantified which makes it easy for the CEO to question the legitimacy of blogs as a communication tool. It is possible that many responsible for communication do not proactively include blogs as part of their communication package because:  They have no direct experience of this form of new media and therefore are reluctant to ‘go out on a limb’ to recommend one.   Their limited knowledge of blogs persuades them that to be genuine it is desirable that blogs be largely written by an individual and they cannot see how they can help their CEO. Many senior communication executives are largely administrators, and while they know the corporate culture and the messaging, they don’t have any more personal skills in this area than those they report to. The end result is that most of the corporate blogs to date have been created by entrepreneurial executives who are technically literate and competent and who have a particular type of personality (one of the most well known Australian blogs is www.nowwearetalking.com.au by Telstra) However, the CEO typically doesn’t write all his/her own speeches, presentations and annual report reviews that are made - they are normally crafted by someone else.  A blog is no different.  The CEO has to ‘sign off’ and be comfortable that what is being said reflects his or her real views and convictions, but much of the detail can- and should - be done by professional communicators. The survey’s indicating the low adoption of corporate blogs is really an indictment on communicators.  It’s their job to help their companies and senior executives to adapt to this use of new media.  It’s too important to ignore. Network PR, the publisher of ‘PR Influences, specialises in business, technology and digital communication and has both developed blog strategies for clients and helped to create and build blogs and to manage content.View Network PR’s website, or email us at network.syd@networkpr.com.au  for specific assistance.

PR Influences:Corporate blogging still lags as a communication tool article by Sydney pr agency Network PR with an emphasis on online pr optimised releases and optmized content