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Interesting discussion going on about whether PR agencies should blog over at Brian Solis’ PR 2.0 Blog. Part of the post applies to all businesses:

“First and foremost, not everyone needs to, or should blog.
Some people just don’t have anything interesting to say and that’s OK. Not everyone needs to write a book, skydive, or sing karaoke either.
Yes, so openness and transparency are “the new black.” But don’t take it at face value. Think about it first.”

I probably talk myself out of a lot of business this way, but I ask most companies who call me about starting a blog:
o Are you prepared to research and write a blog post every day for the next five years or more?
o Have you got a budget for advertising, promotion and PR for the blog?
o Does your legal department have to vet every post and comment?
o Do you have at least an hour or two a day to devote to blogging, reading other blogs, commenting on blogs, participating in social networks?
o Will you allow negative comments on your blog?
o Are you prepared to respond to negative comments or negative posts on other blogs?
If you answered “NO” to any of the above, except the third one (Thanks Dave Wheeler for the comment with the correction!) do your company a favor and don’t start a blog.
Related:
-
Top 10 Reasons Your Company Shouldn’t Blog
- Why Most Corporations Should Not Blog Posted by B.L. Ochman