There’s a lot of talk these days about whether companies and bosses should allow employees or PR firms to blog for them. Even if the CEO writes his own blog, the buzz seems to be that many corporate leaders are rejecting blogging (and other traditional PR opportunities) as a viable marketing tool because they are afraid of putting themselves out there.
If you want to increase your visibility, you can’t hide in the background! Granted, there are industries that are highly regulated, like financial services, insurance and law. But opportunities are still available.
I’ve owned a public relations company for nine years and have spent the past 25 years surrounded by news reporters and journalists.
Consider these two points from my years of experience:
1. You must be willing to say something. Leaders who are afraid to make any kind of statement, or offer an opinion on a current industry trend or news event will not get the attention of a reporter. Living and breathing does not constitute a news story. It certainly doesn’t make for an exciting blog post in business. If you are willing to say something of value and add to the online dialogue, it can be a magnet to attract readers to your blog.
2. You don’t have to be controversial. It’s understandable that CEO’s and top management need to protect the reputation of the company. You don’t have to jump into a crisis or fray to blog or get PR. Identify a topic or issue that can reveal something of value to your readers or insights into your company culture (your values) and run with it.
If your company or the decisionmakers who render your Social Media policies are shy or introverted online, then blogging may not be ideal for them. It’s like going to a networking function, cowering in the restroom until it’s over and complaining the event was a dud.
Blogging and other forms of publicity and communication (networking and media interviews) require us to be proactive, engaged and charismatic. Your presence affects your prosperity. Silence = zero.
{ 2 comments… read them below or add one }
If you’re the CEO, one of your most important jobs is to connect the company to the market. To do that well you need to use several tools. There are things you can have your agency or staff do for you, but ultimately, part of your job is to go out and tell the story and then come back and tell the story of the market to your people.
Agreed Wally, thanks for your comment. The CEO or designated “voice” of the company must be comfortable with that role and be willing to be proactive.
Susan