{"id":598,"date":"2014-01-20T12:46:08","date_gmt":"2014-01-20T20:46:08","guid":{"rendered":"http:\/\/www.gordonbenzie.com\/blog\/?p=598"},"modified":"2023-05-22T21:26:58","modified_gmt":"2023-05-23T04:26:58","slug":"leveraging-a-blog-in-public-relations","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/leveraging-a-blog-in-public-relations\/","title":{"rendered":"Leveraging a Blog in Public Relations"},"content":{"rendered":"

\"blog_lynchpin_public_relations\"<\/a>It is no secret that social media has a bigger role in the world of marketing communications and public relations. This transformation occurred due to a couple of trends. Notably, the emergence of a \u201cWeb 2.0\u201d world where feedback can be provided (and is expected) directly to an author. There is now an expectation that feedback can be provided easily and immediately. Secondly, in today\u2019s digital world, it is increasingly popular and economically feasible to begin targeting ever-shrinking audiences on a wider scope of topics. The economics of yesterday\u2019s printed media world no longer applies. This has had a profound impact on public relations.<\/p>\n

Let me explain.<\/p>\n

Magazines and other printed publications are really just businesses that must make money to survive. The traditional business model was to drive a large audience, representing a group of potential customers that advertisers were interested in speaking to \u2013 becoming a source of revenue for these publications. The path to growth for this business plan was simple \u2013 expand your audience. As a result, the natural evolution was a world dominated by a few, large publications with big audiences.<\/p>\n

Then along came the explosion of the Internet and Web 2.0.<\/p>\n

Now online \u201ccommunications hubs\u201d sprang up in all areas, on just about any topic. The online \u201cstory telling\u201d world became highly fragmented and dispersed. Getting a story out now requires a bit more work \u2026 more publications must be sought and more placements must be achieved in order to reach the same sized audience.<\/p>\n

At the same time, the cost structure of media publications changed. Gone is the expense of publishing a magazine on expensive paper with capital intensive printing presses. And, no need to pay for delivery or distribution costs \u2026 the digital distribution model is basically free. In this new world costs have dropped significantly. So, it can still be profitable for smaller audience publications to survive with a smaller advertiser, provided they can find one. If a value proposition can be derived that makes sense to both parties, then a business model can still exist. The digitization of our newspapers, magazines and other publications made this evolution necessary and, I would propose, also possible.<\/p>\n

The Blog as a Lynchpin of your Social Media Strategy<\/h3>\n

Given this communications transformation, it has now become critical to have a blog as part of your public relations program. A blog provides you with a platform to support Web 2.0 activities \u2013 the ability for your audience to directly converse with you \u2013 while at the same time offers a highly focused venue for you to speak on niche or highly focused topics. Given the leveling of the media \u201cplaying field\u201d and the need to reach out to a higher number of media venues, each with smaller audiences, it can be a real benefit if you have your own platform to manage these communications. With control, you have direct insight as to what topics are more popular, and what pain points are most \u201ctop-of-mind\u201d for your audience, which can then be an excellent source for new articles to pitch to other publications.<\/p>\n

From a company\u2019s perspective, today\u2019s digital communications world offers a unique opportunity to build an online presence through a self-managed media platform. Of course, transparency is needed, however, wouldn\u2019t you rather find out immediately if a customer or prospect was upset, had questions or was experiencing some other issue that could be addressed? This type of interaction is much better dealt with through a forum that is actively visible to and managed by a company.<\/p>\n

Certainly it is an investment to create and build a blog, especially if you are just starting out. But, this investment will pay off once you begin earning a share of voice in your marketplace. After all, a blog is really the only social media venue where any content can be realistically added. It is pretty tough to explain a company\u2019s philosophy or value statement in 140 characters or less. And, even if you could, how long will that message be visible? Blog posts, on the other hand, last for years, provided each post has its own dedicated page that is searchable on the Internet. Over time, you can gain a considerable collection of published articles that are all in support of your value proposition and reason d’\u00eatre.<\/p>\n

Gordon Benzie<\/i><\/strong>\u00a0is a marketing communications professional and business plan adviser that specializes in preparing and executing upon business plans and marketing strategies. <\/em><\/i>\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

It is no secret that social media has a bigger role in the world of marketing communications and public relations. This transformation occurred due to a couple of trends. Notably, the emergence of a \u201cWeb 2.0\u201d world where feedback can be provided (and is expected) directly to an author. There is now an expectation that … Continue reading Leveraging a Blog in Public Relations<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4,35,18,8],"tags":[65,74,11,64],"class_list":["post-598","post","type-post","status-publish","format-standard","hentry","category-marketing-communications","category-public-relations","category-social-media","category-social-networking-marketing","tag-marketing-communications","tag-public-relations","tag-right-audience","tag-social-networking-marketing"],"yoast_head":"\nLeveraging a Blog in Public Relations - Making Every Word Count<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gordonbenzie.com\/blog\/leveraging-a-blog-in-public-relations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Leveraging a Blog in Public Relations - Making Every Word Count\" \/>\n<meta property=\"og:description\" content=\"It is no secret that social media has a bigger role in the world of marketing communications and public relations. 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