Does Corporate PR Get It?

According to a recent Perppercom survey of marketing and public relations professionals, companies may be starting to more clearly understand the pitfalls and benefits of blogging.

Today’s Daily Dog contained the story about the survey of 210 respondents who feel that a corporate blog is an appropriate means to communicate to stakeholders.

Perceived Pitfalls of Corporate Blogging:

• Overly promotional and artificial corporate blogs (72%)
• Obvious ghostwriting (50%) cite “obvious ghostwriting” as another significant blunder that they have witnessed with corporate blogs
• Blogging just to blog (50%). In other words, getting out there with no idea why you are there except to keep up with the Joneses

Perceived Benefits of Corporate Blogging

• Venue to communicate with stakeholders (62%)
• Improve the dialogue between a company and its stakeholders, customers, and employees (80%)
• Position the company/chief blogger as a thought leader (79%)

Jeremy at POP! PR Jots also has a good story today about how he benefited from his blog by writing meaningful content with purpose. He was positioned as a “thought leader” by a reporter who found him through content he wrote on his blog.