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I blog for PRSA Puget Sound. You can check out my monthly posts here.

Is blogging dead?

Just one day after attending a blogging panel in which more than 60 PR professionals learned about the importance of corporate blogging, I read a disturbing article in the business section of The Economist.

Oh, Grow Up was the title of an article arguing that blogging is no longer what it was because it has entered the mainstream.  The author highlights Jason Calacanis, the founder of Weblogs, Inc., who retired from blogging as it, 'is simply too big, too impersonal, and lacks the intimacy.'  Blogging a decade ago, writers would post text updates and later photos and videos to share thoughts with a few friends and family members.  Today, the article articulates that many Internet users do this, but they don't consider it blogging-they're updating profiles on Facebook, MySpace or other social networks.  People have moved to a micro-blog format where they can have that feeling of raw, immediate and intimate communication that early blogs provided.  Traditional blogs have moved under the ownership of conventional media organizations who can update the sites faster than any individual blogger ever could.  The article recognizes that the idea of blogging as useful and versatile is certain, but how do companies who started blogs in an effort to 'reach out to the average person' speak to average people if we're not there?  If we're all micro-blogging on Facebook and Twitter, how can we be drawn to a corporate blog?           

In conclusion, The Economist states, "Blogging may 'die' in much the same way that personal-digital assistants (PDAs) have died.  A decade ago, PDAs were the preserve of digerati who liked using electronic address books and calendars.  Now they are gone, but they are also ubiquitous, as features of almost every mobile phone."  Will micro-blogs adopt blogs?  Will companies have to draw readers to their blogs from social networking sites like Twitter or Facebook?  I think they already do. 

Am I right? 

Blogging as a PR Tool

This morning, I drove to Tacoma (a nice early morning trip) to attend the PRSA South Sound Group "Blogs as  PR Tool" panel discussion.  I thought it would be a nice networking event with fellow morning people, but it turned out to offer me additional insight to the world of blogging from a corporate standpoint.

The speaker panel included:

Lloyd Brown, Communications Director, Washington State Department of Transportation
Eric Jones, Marketing Project Specialist, Washington State Employees Credit Union
Derek Young, Founder & Editor, Exit133.com
Marcelene Edwards, Business Team Leader, The News Tribune 

While each individual highlighted the pros/cons to utilizing a blog in their specific sphere, there were a few overarching messages that I thought might be helpful found applicable to any organization hoping to start a blog.

Here's what I learned:

1. Appeal to a specific audience. Although this may seem like a basic tenant to any communications strategy, it was most helpful to hear that prior to establishing a blog site it is not always necessary to do a great deal of research and analytics. Interestingly, when Lloyd Brown set up the DOT blog in 2006, it was the night of a major crisis and he wanted to respond immediately by establishing a blog. Sometimes it's just a matter of getting started and then evaluating your readers after they start coming and commenting.

2. Eric mentioned (and the panel agreed) that blogs offer 'real person' testimony. Having a YouTube video or even video account links on a sidebar can help reach visual learners with current content.

3. Tone of voice is critical to success. Being able to develop a single voice (as opposed to several different writers contributing to a blog) helps readers gain a level of attachment for the site and continue to visit. In an effort to keep the tone on your blog positive, stick to the facts. If you must quote individuals (which usually results in nasty disagreements in the comments section) link your article (or post) to a reputable news source.

4. Maintain consistency. Panelists agreed that once a week is necessary (but it doesn't help to exceed 4-5 a day). Similar to the argument for strong voice, consistency helps people develop attachment.

5. Promote your site by: 1. utilizing other blogs and 2. tagging your posts effectively. Go to the Web sites that are most applicable to your target audience and begin leaving educated comments that build credibility as a reputable resource. People will find your blog on Google through your tags, but a link to your site from something they're already reading is best. Sometimes it's as simple as tagging your signature block too.

Any other tips I missed?