Blogging: A Blessing or a curse to Public Relations Practice.

No doubt,the emergence of Web 2.0 on the technological scene which enables users to collaborate, get actively in creating content, the generate knowledge and share information online  has further entrenched  blog usage for the both personal and Marketing perspectives.
   Organisations over the years have increasingly become more aware of the relevance of blogging from a commercial viewpoint. Not only does blogging enables an organisation get direct feedbacks from their target marrkets,it also gives them an opportunity to present key issues which may be important in the marketplace.From the Public Relations viewpoint, Blogging is a way coporate management communicate dorectly to customers, business partners and every stakeholder. It presents a platform for which an organisation chooses to either convince audiences about a policy, introduction of a new product or idea etc.This platform of social media allows for a two-way communicationwhich allows organisations to see things from a customer perspective.

     If blogs are written well( and all rules of engagement are strictly adhered to) it is a viable way of building a strong positive image as the customers/stakeholders will see the Organization as one who has empathy. Organizations with blogging sites will have direct routes to conducting research (thereby cutting cost) on direct customer experiences,company perceptions and explain policies and actions. Of course,companies will not always get positive feedback as some customers will use the medium to vent their anger and frustrations but it will allow the organization to be able to objectively review their actions or inaction as the case may be.
     Since blogs represent the thoughts of an individual or an Organization on a particular burning issue , it is imperative they are written on such a way that the actions and motives of the organization will be explicitly expressed and conveyed to their audiences.