The New PR: How to Use Your Blog to Get Placements With Key Media Sources

Blogs have many advantages over traditional websites. They simplify the process and provide a logical location to convey additional information then that which is usually contained in a "here's what we do and why you should buy from us" website, they make it easy to weigh in on current issues, and they are a great place to demonstrate the depth and breadth of your expertise.

Indeed, one could argue that a reporter or producer will find a blog to be a much more powerful means of vetting a potential source than a traditional, blog-less site...

Making it more likely that they'll call you, rather than your competitor.

Which is one of the keys in the practice of PR!

Here are five ways to make your blog a more productive tool to generate publicity and to build your business:

5 Keys To Generating Better PR Coverage Using Business Blogs

1. Have a business oriented blog, with prominent links from your base website

Not only must you have one, you've got to make it obvious and easy to find.

2. Create an mission statement for your blog and weigh all potential posts against their ability to deliver that mission

Focus on delivering content that is focused around business objectives.

For example, pictures from your company picnic would most likely be inappropriate if your blog's mission statement calls for it to be the place that makes you the industry's opinion leader or if it is to publicize case studies of how your company resolved industry issues.

On the other hand, those pictures may be appropriate if your blog's mission is to show that you are the friendliest company in the industry.

But then again, what reporter (or potential customer, for that matter) is interested in seeing photos of your sales manager's 10 year old just after getting hit by a water balloon - that, and pictures of your baby napping on your chest belong in another blog somewhere else.

Constantly ask yourself the question: "will this generate another story or create another sell?" If the answer's no, put it in a personal blog somewhere else.

3. Constantly demonstrate your expertise in your blog entries

Don't feel afraid to strut your stuff, to provide specific examples and to teach lessons where appropriate. Do it with wisdom, but reporters and customers are looking for experts in the topic area, not just observers.

4. Blog with a personality

Pure information may generate one-time visitors, but personality is key to creating a following, both within the media and your industry. Controversy creates coverage and reporters, editors and producers are constantly looking to balance their stories by finding experts to weigh in on both sides of an issue.

Don't be afraid to state your opinion on issues, to point out problems and to call a spade a spade.

Another key is to identify what personality you wish to adopt. Do you want to be opinionated, fun, traditional, combative, hard line, lighthearted, or wacky? There is a place for each, but rarely all within the same blog. Decide what personality you want to portray, make sure that you're comfortable with the ramifications that it will create, then stick to it. Your personality will oftentimes be the major factor that tips the balance in your favor when a top talk show is trying to decide between two potential guests with equal expertise.

5. Blog. Frequently!

All of the above is useless if you only post a few times then go on permanent hiatus. Make blogging a regular part of your marketing and PR efforts if you wish to see it generate results.

As you build your blog based on these foundational elements and actively promote your blog (see my entry on how to do this tomorrow), reporters and producers will use your blog to identify you as their most desired expert, guest or commentator. Plus, you will begin to generate improved results, increased coverage, and a media and customer following that will make business blogging a foundational element in building your business well into the future!

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For more information on business blogging check out our new ebook Blogging For Business: How To Generate Traffic, Create Publicity, and Build Your Bottom Line Using Blogs. Or to subscribe to our free PR newsletter, Great PR, simply visit 101PublicRelations.com and enter your name and email address in the newsletter signup form located on the bottom right corner of the screen.

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