Web blogs, or "blogs" as they are popularly known, can be a double-edged sword for marketers. On the one hand, they can be used as a valuable marketing tool that shows your constituents you are on the
cutting edge of online communications. On the other hand, if not implemented carefully and properly, they can result in a public relations fiasco. Every potential advantage and pitfall must be
examined carefully by a company's stakeholders before a large company participates in the current blogging trend. In this article, Lisa Poulson, managing director of global public relations firm
Burson-Marstellar, provides a checklist to consider before embarking on a blog strategy. It includes items such as establishing a formal blogging policy for employees, deciding exactly who will be
allowed to blog within your company, formulating specific goals for any blogging activity, and considering all legal implications and ramifications.
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