This morning I found the newly released guide to executive blogging by Ogilvy PR (here – via PR Opinions) – which makes for a pretty good read. I was surprised to find that Ogilvy PR did not launch a blog or announce some other services at the same time – especially after the Ketchum mishap – but then again, maybe I missed it.
As part of one of my consulting gigs – I have been advising a mid-size PR agency on how to enter the new media space. The agency is PAN Communications and while they have been working on this for a few months they aren’t planning on rolling out their initiatives to their clients and prospects until the fall.
The process we went through was quite interesting. We knew that in order to make the new media part of the fabric of the company we had to get the company blogging. First we identified a few people in the agency that were long term bloggers and willing to get involved with the initiative. We then offered all employees the opportunity to have a personal blog on employeename.prspeak.com, the domain for the new corporate blog. We got about 9 volunteers who formed a blog team that meets regularly to share experiences, best and worst practices, and to develop corporate blogging guidelines. We also formed a client advisory board – consisting of clients and others who know the space well, along with those who are not that familiar with the space. The idea was to get guidance from the experts as well as better understand the needs of those that are not “in the know.”
PAN started blogging on their corporate blog prSPEAK a little over a month ago and are really starting to get the hang of it. We also developed a new media training program, as well as some new media-specific offerings – which will be “beta” tested with a few of the advisory clients in the next few weeks. The plan is then to start talking about it as part of their daily business sometime in the fall – after a solid six months of hands-on learning.
What do you think? Are there any other best practices that we are missing out there?