Jog on or blog on….
Blogs where people express opinions on their specific area of interest span a plethora of subjects - from food and parenting to tattoos and body piercing – all of which are very informative and in many cases, eye-opening! Some have chosen not to pay as close attention to this medium as others, metaphorically jogging in a different direction, not appreciating that blogs can also be powerful, persuasive and much-underused PR tools.
Can anyone blog? Technically, the answer is ‘yes’ - Disney even produced a children’s programme entitled ‘Dog with a Blog’! A firm nod to the fact that blogging is a channel that everyone (and even dogs!) can use… but not everyone does it well. Successful blogs need to be well-written, engaging and with the right mix of information and visual interest.
Blogs, when they are on point, can be extremely influential – they have the power to help politicians in election campaigns and they offer an important voice for popular culture icons and persuaders. Yet not all successful blogs have campaign funds and heavy marketing budgets to raise their profiles. This is where skilled commentators come to the fore and if you are truly passionate about a topic, this can come across but like most situations it can sometimes be hard to find the right words, use the correct tone or find the best images.
People working within PR companies are often said to resemble chameleons – they adapt easily to a writing style specific to any audience, they know what language to use and how to convey the right messages. Blogging fits into their skillset comfortably and in many cases, a blog entry will be adapted from a press release or story and posted online on behalf of clients.
PR professionals will also know how to talk directly to bloggers to put information at their fingertips that could promote a client’s product or service to a blogger’s followers, which is retold in a popular blogger’s own voice.
dcp, a member of global PR network, IPREX, recently conducted a survey into blogging in Northern Ireland, as part of an international blogging survey. We found that this heralded some very interesting information, both for us and our clients. Parenting, fashion and food were the most popular topics for local bloggers and dcp determined that blogging was mostly undertaken by females in their 30s. The information that we gleaned from the survey gave specific insights into the blogging community and how its members prefer to be engaged. It also highlighted how this increasingly popular channel is becoming even more influential.
You can contact senior account director, Suzie Fisher, of dcp strategic communication by the following methods. An informed blogger on behalf of clients, Suzie was part of the team who put together the international blogging survey, giving her a unique global overview. Although she rarely jogs, she appreciates and embraces the power of blogs.
The content of this article is provided for information purposes only and does not constitute professional or other advice.
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