Sharing our ImPRessions, a Top Public Relations Blog
Public relations is rapidly blending into content marketing, and for us, an original PR blog by founder Dorothy Crenshaw is a natural way to share expertise, industry insights, and impressions of the business from the top. The PR industry has changed fairly dramatically over the past several years, due to the rise of social media, so content engagement is a natural way to connect with colleagues and prospects.
For clients who want to build a reputation as independent thinkers in their own industry we often recommend a C-level blog or other content designed for real-time communications of views about industry developments, trends, and forecasts. An executive blog is also an ideal content “hub” for social sharing.
Some clients come to us with a full calendar of ideas for blog posts, but others are new to the idea of blogging, and they may be uncertain about the commitment. Here’s what any new business blogger should bear in mind.
First, identify your audiences. For most clients, blogging is a way to build visibility and leadership, but they may only have a general idea of the audiences they need to reach. Customers, partners, and employees are three natural constituencies for a corporate blog, but there are many more, including relevant media, as well as prospective customers who may be just entering the market for a specific product or service. We maintain two blogs: one aimed at PR decision-makers, like Communications Directors or PR VPs. Our staff blog, PR FishBowl is targeted to influencers like PR managers and prospective employees.
Second, develop a content strategy. What topics are most relevant to your audience, and which match your own expertise? How often will you post? Who is responsible for the content? How will you promote and share your content?
Third, design an editorial calendar for a three-month time period. We recommend that a few weeks’ worth of blog posts be published before the blog goes live, so you’ll want to have some posts “in the can” before the blog is unveiled. Now you’re ready to begin promotion and social sharing.
Want more practical tips on creating content that engages customers or partners? Visit our PR Fishbowl blog for more observations and insights into the latest PR and communications trends and issues from our team.