The Latest Online PR News and Views from Crenshaw Communications
Crenshaw’s PR Fishbowl is our PR trends blog and a good example of a professional blog about online PR news, trends, best practices, and developments in the broader communications industry.
PR Trends Highlighted, But With a Point of View
PR Fishbowl focuses on trends in our industry, but with a strong point of view about what we do and where the PR and communications industry is going. In that sense, it serves as relevant experience for client work and as a model for a team-oriented blog that “shares the load.” Here are some of our “best practices” for group or staff blogs.
Study your target audience and create detailed “personas” for the people you want to reach. In our case, target readers include entry-to-mid-level PR practitioners, PR managers on the client side, and even prospective Crenshaw Communications employees. So we began the editorial planning by studying the habits, problems, and issues relevant to mid-level professionals in PR and communications.
Create an editorial calendar and get buy-in. Even if the edcal only covers a month at a time, it serves as a blueprint for topics and gives your bloggers a chance to review, change, or swap out topics. In the case of breaking PR industry news, like a crisis case that makes headlines or an industry merger, we like to substitute the news for our scheduled post, but it’s very helpful to start with a roadmap for the blog posts.
Appoint an editor-in-chief. Although no one member should have too much writing, having an overall editor to suggest line edits, give inspiration, and fill in occasionally is absolutely critical. Our editor is also responsible for quarterly trainings for our staff bloggers so that new team members are able to join.
Keep a running log or folder for topics as they arise. Our team reviews blog topics at our staff meeting, but they tend to come up in the course of a day’s work for clients. So it’s helpful to store potential blog topics and trends for review and possible incorporation into our calendar.
Celebrate success. We encourage social sharing of all blog posts, and we celebrate when a post draws exceptional traffic or is picked up by a local PR industry trade like PR Daily. And it’s always a “win-win” when blog posts about successful client case histories are recognized in the press.
We welcome new members of the PR Fishbowl community and encourage comments on our posts or guest blog ideas. Please visit often for the latest trends and news about PR and communications.