DOs and DON'Ts of Blogging

Public Relations Quarterly, Fall 2005 by Schwartzman, Eric

DO

* Monitor what others are saying on the blogosphere. Your blog is part of a larger conversation and nobody wants to talk to someone who won't listen.

* If you want to use your blog as a marketing tool, title your blog posts in no uncertain terms. Most people will find them through search engines, so let the key words and phrases you want sending people your way be your guide for what to write about.

* Think beyond the press release. Rather than assemble the facts in hopes of inspiring journalists to tell your story, tell it yourself in an interesting, compelling way. Figure out how to tell it in a way that will appeal to your key audience.

DON'T

* Don't post press releases or slick, over-written marketing copy to your blog. Nobody will care. Wear your bias on your sleeve, serve up a healthy dose of opinion and use your personality as a differentiator.

* Don't be afraid to make mistakes. A blog is not a marketing brochure. Just because you don't have a full time copy editor on staff, doesn't mean you can't post interesting ideas to your blog. What you have to say is just as important as your writing style, grammar and usage.

* Don't lie. If you do, you'll learn quickly that the blogosphere is self-correcting. Dishonesty is wiped out by social antibodies in the form of contradictory blog posts linked to yours. You'll be hung out to dry. If it's too late for you, hire a good PR firm and do a mea culpa.