If your blog is written by your PR department...

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re: If your blog is written by your PR department...

HeatherLeigh — Sun, 14 May 2006 22:33:22 GMT

Ian-I think it would be viewed poorly if they decided not to publish negative comments. If you decide to blog about work, you kind of have to go there. I think you can set parameters on topics (for example, not getting more personal than you want to), but if you are blogging about work and people post negative comments, the best (and really only positive) thing you can do is respond with some diplomacy. There's no company out there that won't draw some criticism on blogs...that's just the way it is. As the blogger you have to engage and try to learn something from it. So for a CxO, anyone really who is accustomed to controlling the outgoing mesage, there's definitely a risk involved with blogging. What you get in return is a deeper understanding of how people perceive your company and an opportunity to evangelize what is going well. But if you blog and you get feedback, you have to listen and you have to respond and you have to act. Otherwise, what's the point?

Anyway, this brings up a good point that perhaps is a blog post in and of itself. When I've spoken to groups about blogging, I explain that blogging is not right for every company. Though there are some other bloggers out there, some of them even "A-list", that will try to sell the point that blogging is good for everyone, it's not. There is something inherently democratic in the medium. But corporate culture and market perception really play a big part in whether corporate blogging will be viewed positively. My opinion on that has evolved a bit over time as I've come to understand it's risks/shortcomings. Plus I am always skeptical when people make sweeping statements or tout the next "big thing".

Well, just my opinion on the matter. Good to see you here Ian...I hope all is going well.

re: If your blog is written by your PR department...

Ian Selvarajah — Sun, 14 May 2006 12:39:02 GMT

I found Novell's Chief Marketing Officer's blog via your article and I wondered how many CxOs actually have time to write posts and respond to comments (which I think is a key component of blogging).

http://www.novell.com/company/blogs/cmo/?p=4

It seems there are a couple of "angry" comments from [what appear to be] disgruntled Novell employees. I'm very curious to see how he will handle this.

I suppose a good tip for all future CxOs planning to blog is: Turn comment moderation ON before starting! :)

re: If your blog is written by your PR department...

HeatherLeigh — Sat, 06 May 2006 03:05:30 GMT

John-that is a HUGE compliment coming from you! Thank you! I think you are right that it's a matter of degrees...how transparent the blogger is willing to be. I think that mixing on the "official PR word" with personal commentary (like you do), makes it totally approachable and comfortable for the reader.

re: If your blog is written by your PR department...

MSDNArchive — Sat, 06 May 2006 02:57:43 GMT

Good points, all. It's something we "corporate bloggers" have to weigh: going too far, or not going far enough.

As the folks we work with (or for) get more comfortable with the format, we'll be able to say more and more in a "human voice." I think we haven't gone far enough in being approachable, candid, open, human.

I think Heather's blog is a good example of how to do it right.

John Porcaro
www.gamerscoreblog.com (the, uh, xbox PR blog)

re: If your blog is written by your PR department...

Heath Row — Thu, 04 May 2006 20:59:49 GMT

I'm initially confused by the blog-web site difference, as a blog is a kind of web site -- and can also be a part of a web site. But I'm _also_ wondering whether there's not room for newsblogs or PRblogs in the blogging world. Even though the form started off with personal blogs, I think we'll see many different modes emerge -- and the notion of blog/not a blog become less interesting...

re: If your blog is written by your PR department...

HeatherLeigh — Thu, 04 May 2006 00:59:40 GMT

Marcus-good points

re: If your blog is written by your PR department...

Marcus — Thu, 04 May 2006 00:38:33 GMT

To me, it's a blog because the two-way faucet of communication has been opened. However, if a.) people don't respond because the content stinks or b.) the company doesn't respond to comments it gets in the blog, then the point is moot.

Don't kid yourself. There are plenty of "personal" weblogs where the authors censor themselves, too. Corporations aren't the only ones guilty of holding up veils.

I think it's a blog. Just a very boring one, like 99% of them. :)

re: If your blog is written by your PR department...

HeatherLeigh — Wed, 03 May 2006 23:43:41 GMT

Tim-Chicago

Wine-Oh- I agree...hopefully they will figure it out and evolve