Your CEO is likely to say that one of your organisation’s most valuable assets is its reputation. Sure, marketing and communications professionals understand how much a positive reputation can benefit their company in good times and how fragile the balance can be. Reputation is a critical component of company success and shareholder value, yet few public relations and marketing professionals charged with managing their organization’s reputation have comprehensive programs in place to understand the viewpoints expressed through millions of regularly updated blogs.
This first part of a series looks at how public relations and marketing professionals use blogs to research and understand how the market perceives their company and products. Part Two in the series, Blogging and your Corporate Reputation: Contribute to the Debate – Why PR and marketing pros should advocate blogging in their organisations, covers many of the compelling reasons that a corporate blog is a smart addition to any comprehensive public relations, corporate reputation and marketing program.