What is the average return of investment of PR? Well, the answer that you receive will depend on the person that you ask. For example, if you were to ask a Vice President in charge of sales or a sales manager, the answer will most likely differ than if you were to ask the Vice President of Communications. What is even more confusing is that the answer may not be positive or uplifting.
In today’s competitive market, it is essential that an organization takes proactive measures to protect its online reputation. When times are unfavorable, the organization must take the initiative to make a response to the negative comments. Blogging helps a business connect to its audience instantly, so it can deliver its message in a timely fashion.
There are a few ways that an organization can use blogging to improve public relations and counter any offline or online negativity directed towards the organization.
A Blog is Easy to Create
A website does not index into the search engines quickly. This means that it may take months before the search engine finds any revised or new content that you have added to the website.
On the other hand, a blog is much easier to create, and is indexed by search engines faster. This means that the content your Kent State University online PR degree blogger creates for your blog will be instantly found and ranked by the search engine. The use of the right keywords along with informative content will not only establish the blog, it will help to establish the primary site.
A Blog Allows Businesses to Respond Faster
Because a blog can be created so quickly, a business with a professional online public relations degree graduate can respond quickly in case of a crisis. It can be permanently uploaded to the primary site and then removed after the situation has passed.
A Blog Creates an Interactive Platform
Blogging also allows your customers, followers and fans to interactive with your business. It will also help them to see that there are real people behind the brand, and your company is not a faceless corporation that does not care about the public.
They can leave comments, ask questions and make recommendations. You and/or your PR manager can respond to the comments and questions on a set schedule (hourly, daily). The ongoing dialogue between your business and the public will go a long way in repairing any negative experiences that may have occurred in the past.
It Does Not Take a Lot of Technical Experience to Blog
If you make any changes to your website, they will only be visible after the next search engine index update. These do not occur daily. Rather, it can be several months after you have updated your site. Another thing to consider is that it takes some technical know-how to revise content that is placed on a website.
Blogging does not require a lot of technical expertise, and a company can easily create, edit and manage a blog site. However, it is important to proofread any content before it is available for the public to read. This is especially true when the blog is being created for the purpose of reputation management.
Blogging also helps to bring traffic to a site. The very best part of a blog is that it is efficient and can reverse a negative online reputation in a short period of time.