1) Blogs are not about the media, but about democracy
Everyone is a reporter, you know. As a representative of the communications department, one can’t help but agree with it. Imagine a world where everyone had a secret diary which everyone else could read. It is nearly that bad.
2) Blogs are not about recall — they are about reputation
“Recall” is a 20th Century expression, smugly portrayed by ad men and monopolistic publishers and broadcasters. People will remember your brand, but HOW THEY FEEL depends on what/how bloggers think of you to be. Think about it.
3) Blogs wear pyjamas
Whatever blogs are, they tend to be informal in general, and defy stereotypes. Media persons and professional corporates blog, but so do NRI moms and housewives, and guess what? Everyone mentions brands, somewhere, somehow. Go figure.
4) It ain’t just about blogs; instruments abound in the world of social media
E-mails are part of it all– if someone forwards them (they do!). Chats, RSS Feeds, widgets, Twitter, social networking pages, random remarks, discussion forums, message boards. Sounds complex? It is simple, really–instruments have multiplied, like TV channels and mushrooming PR agencies.
5) Influence the influencers
Does it matter if it is a certain Mr Smith, the most glamorous content writer on the block curating your content? Things are getting there, sooner or later. If you don’t post it, someone else will. Special correspondents are passé.
6) Kill the press release, make corporate blogs happen
Tell your clients to type. Ghost-write, if they insist. I see a future in which the informality of the medium must be matched by counter-informality. Google has already done it with its blogs. We are told that the world follows Google these days. Even Bill Gates does.
7) It is not about relationships. It is about Truth, Transparency and Tact
Some say that the PR professionals must now stop behaving like lawyers. It is either that or something about industry jargon and praising oneself and their own products may have put many a readers off corporate blogs. One must face the truth and tell it like it is. It was always this way, but now social media leaves no place to hide. Some quantity of spin may just be allowed though.
Mix now, fix later
Be yourself. That point number seven about relationships isn’t all over but relations only help you take the message forward, not fudge the message.