By Francis Moran
Blame it all on Alec Saunders.
By that I mean, Saunders is in good part responsible for our inflicting on the world yet another PR agency blog.
Over the past year or so, I’ve had several engaged conversations with Saunders, a tech company veteran and compulsive blogger, about the role this no-longer-new social marketing tool can play in a public relations company’s activities. There are two clear sides to that role.
The first, which I will address at greater length in a future post, is the role blogs play in reaching and influencing our clients’ target markets. On that score, I have never needed any convincing, and here at inmedia, we have included the right bloggers in our pitches for as long as there have been bloggers. But, as I said, more on this later.
The second role, around which I have long been much more skeptical, is whether a blog can be an effective outreach tool for a public relations agency or, indeed, for any company. Here, my skepticism lies not so much in the nature of blogs themselves as in the same sort of critical analysis I bring to the consideration of whether any communications tool is appropriate in a given situation.
Saunders thought me a non-believer. Not so. My thinking could well be summed up in the phrase, “A blog if necessary, but not necessarily a blog.”
By which I mean that, just as with any other communications tool, a successful company blog must be as effective as possible and must deliver a competitive ROI. Let me expand briefly.