Getting the Word Out - Tips on Making a Blog Work for Your Company or Organization Pierre SD

Posted by : Peter Cipollone

For executives and corporate communications professionals raised on the notion of journalism as a craft demanding a fair and balanced view of a topic, the leap to blogging can seem daunting. In journalism school, aspiring reporters and editors are taught that stories are developed through research and interviews with knowledgeable sources. And for years, public relations and marketing professional shave worked exclusively through journalists to get their stories told.

Not anymore. In today's marketplace of ideas, the conversation has shifted to allow anyone with a keyboard and an interesting point of view the possibility of equal voice. Journalists and the mainstream press, while still a critical component of information dissemination, are increasingly being replaced by bloggers bringing their stories directly to the market.

Blogs have burst onto the information landscape by providing an easy and efficient way to get their personal(or organizational) viewpoints into the market in real-time. In fact, many journalists are now using blogs to do their research and to find story ideas, according to a survey by Euro RSCG Magnet done in partnership with Columbia University. According to the study, more than half of journalists use blogs regularly, with 28 percent relying on them for day-to-day reporting.

Blogs are a terrific way to get your organization to tell its story. Why? Well for one thing, blogging is easy. Companies large and small appreciate t...

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