So if you are in PR, why do you need to blog?
I'll spare you all my rantings about new times calling for new communications measures (if you are new to this blog, here are a few representative links A Publication of One and The Web 2.0 Press Release: An Oxymoron?; also, you can see the PR Tech category of this blog).
If you are in tech PR, you might also want to refer to the following Forbes article Tech Boom, Media Bust and ensuing SlashDot post Blogs are Eating Tech Media Alive and commentary. Without getting into too much detail - the article warrants a dedicated post - suffice it to say that blogging, or at least factoring blogs into the communications mix could be a matter of survival and not just a good idea.
No, the reasons are more basic. I contend that whether your focus is traditional PR aimed at MSM or the new PR you should develop effective blogging skills.
This is why:
Being a good blogger means writing in a way that attracts attention and engages people. It means communicating well.
This skill is of course vital for any kind of media relations.
It means tracking the hot issues
No one wants to read a blog that hashes over last week's news. Staying-up-to-date is also key in PR, especially in fast moving sectors like tech and B2B.
It means knowing what you are talking about
No one wants to read a blog that is misinformed or full of hot air.
It means coming up with interesting concepts
Sure, many blogs comment on existing news and content, however if you can't add an interesting perspective and/or occasionally come up with original ideas, you will probably not draw much of a following.
In short, blogging well means communicating well, being up-to-date, interesting and relevant.
Does developing good blogging skills mean that you need to be an A lister in the first year? Not at all, God knows I am not. See this inspirational post from Ben's Brain - You Don't Need to be an A List Blogger to be an A List Blogger. But aspiring to be a good blogger forces you to hone the above skills.
If you are in PR and don't think these skills are important, you might as well look for another gig or be content to be just another hack in the business.
I‘m studying PR (I am in the 2nd year) and I’m interested in blogs. I’ve taken schoolwork on Blogs and PR. That is why I create a blog which I haven’t found yet how to personalise it, but I will!!!
Considering your comment, I really don't get why a PR professional should blog. And if he does should tell that he is in PR or not? I think that your title would be probably better “I am in PR. How should I Blog?” Can you help me out with blogs & PR connection? At University talking about monitoring Media, if Blogs are new type of media how can we monitor them. There is any blog monitor engine?
Posted by: pantelis | August 03, 2007 at 03:37 AM
Thanks for your comment, Pantelis. It seems as if you are confusing my advice to develop blogging skills with the question of how to use blogging to support actual PR work. I would never advocate blogging under false pretenses. I have written lots on this blog and others about the intersection between PR and social media, please see the above links for starters. It is fertile ground and I am sure you will find no shortage of info online about this. There are a number of search engines for blogs, from Google Blog search to those sites like Feedster that index RSS feeds. Technorati seems to be the popular choice for tracking what's happening in the blogosphere. Hope this helps and good luck with your studies.
Posted by: rgeller | August 03, 2007 at 10:14 AM