Auf Techcrunch ist ein lesenswerter Beitrag zum Thema PR 2.0 für Startups erschienen, mit 12 konkreten Tipps. Die Nr. 10 zum Thema Corporate Blogs:
I’m sure you’ve all read that having a company blog is critical to maintaining communication with your community.
First, don’t under estimate it. Second, don’t over estimate it. A blog is the voice and the soapbox for thought leadership, vision, solutions, milestones, and advice. At the very least, it contributes to the personality of your corporate brand. The best blogs become a resource and a destination, which helps improve your bottom line. For example, Google’s official blog is number 16 in Technorati’s Top 100 list of popular blogs.
In a world of building relationships with bloggers, reporters, analysts, partners and customers, your strategy simply can’t rely on only contacting everyone when you have news. Relationships require cultivation and nurturing. The company blog can help.
Prior to and in between announcements, make sure you’re out there actively commenting on relevant blog posts. But don’t leave short, irrelevant, kiss-ass, or angry comments. Contribute to the value of the conversation and make sure it links back to your blog. Also host relevant conversations on your blog and link out to your most valuable contacts wherever possible. They do pay attention.
Maybe this goes without saying, but I’m going to mention it anyway. Don’t break your news on your own blog!
Like press releases crossing the wire, breaking news on your blog makes the news less valuable if others haven’t yet had an opportunity to break it for you first. It’s like the new car analogy. The value of the car drops the minute you drive it off the lot. Time your post for after when the news breaks and link to everyone who helped cover the story.
Photo (cc) by ohhector.