Piaras Kelly PR - Public Relations in Ireland

Will everyone please turn to blogging so we can get the inevitable bubble burst over and done with!?

A number of corporations have started to blog and it’s pretty safe to say that a herd mentality will soon develop, with their competitors asking themselves ‘Why aren’t we blogging?’ Needless to say the number of corporate blogs will multiply, but a lack of understanding of the medium will undermine the blogging phenomenon and the bubble will burst.

We’ll eventually end up at a point where people will ask themselves what all the hype was about in the first place. However, the bloggers who ‘get it’ will be in a position to take advantage of the technique, just as those who kept faith in the Internet after the dot.com collapse did.

What’s my reasoning behind this rant? I keep reading entries in PR blogs that blogging will revolutionise how organisations communicate with their publics. However, all a lot of these bloggers are effectively are doing is describing the features of a microphone. Sure the organisation’s voice will be heard, but these experts don’t seem to ever talk about the content that should be discussed on the blogs.

If you don’t have anything useful to say then don’t say anything at all. If organisations decide to blog without a clear strategy in place , the net effect will be to create a medium to regurgitate press releases.