Crenshaw Communications’ employee blog, PR Fishbowl, recently celebrated its one-year anniversary, and we thought it a good time to look back and highlight what makes a blog readable and shareable. Here is what we found:
Find your voice. Whether your blog is snarky or sweet, find a consistent tone so “fans” know what to expect and look forward to your take on an issue or topic.
Be quick. It goes without saying to be topical, but today’s hot- button issue is tomorrow’s snooze, so filing the first blog post on a trending topic is a must! In the past year we have quickly posted the “PR POV” on breaking news such as the Susan G. Komen/Planned Parenthood Crisis, Paula Deen and her diabetes debacle and many more.
Be provocative. Take the less popular stance on an issue; point out industry foibles and expose myths. Some of our most well-read blogs took a controversial look at how a politician fared in public. (There’s no need to be partisan if your topic is the PR strategy behind the story.) Another focused on “gaffes and goofs” in PR resumes and cover letters.
Be fun. Our blogs are mostly lighthearted but when you can turn it into something fun and relatable, the audience is “in on it” with you. A good example of this was a holiday blog which took the 12 Days of Christmas and gave each “gift” a PR spin. We also produced a “Mad Libs” blog.
Be smart. Impart real knowledge and advice PR people can use as soon as they’ve finished reading. Tip lists, “do’s and don’ts”, especially those that incorporate “real life” examples, always fare well.
Finally, some practical blog advice (aha, a tip list!)
Be aware of industry keywords and use them
Link to other bloggers and websites (who will reciprocate)
Push your blog out through all your social media channels
Invite comments and always respond to those you receive
We’d love to hear any additional advice!