New media, with its endless sources of information, has created a new readership; a new investor, a new client, a new employee. Rami Naori, founder and CEO of NaoriComm, a leading PR firm based in Israel: “The members of this new audience are no longer contempt with receiving their knowledge from traditional sources. They seek information, they cross reference, they ask questions and they value original thought. Keeping up with the flow of information is a must”
Pioneering companies have come up with a novel way to interact with the public – corporate blogging (CB). This relatively new medium is a powerful tool that allows a more intimate connection with the reader, while still conveying key corporate messages.
Over the years, blogs have gained a reputation for being a very intimate medium at times more so than a personal diary. This reputation had produced apprehension of this medium in executive boardroom meetings, most of which still shun this tool in spite of its obvious potential. What executives should understand is that blog readers are not in search of personal information about them, but rather personal insight they may have on their industry, sort of market research, if you will. These readers have grown tired and bored of press releases duplicated throughout the web. They are looking for new and innovative ways to conduct an open discussion and have their opinion heard. Not just interact with a cold computer screen.
Rami Naori, founder and CEO of NaoriComm International :” The members of this new audience are no longer contempt with receiving their knowledge from traditional sources. They seek information, they cross reference, they ask questions and they value original thought. Keeping up with the fast-flow of information is a must; being personal is vital.” For the common executive, this poses some risks. However, if they can swing the public opinion in their direction, they can pose themselves as opinion leaders and experts in their field. That said, being persuasive and charismatic in writing, while still conveying your point of view, does not come naturally to everybody. Some may need assistance. This is where professional writers come in. They are people of eloquence, encapsulating the right measure of intimacy and marketing skills to capture an audience and position the author as an opinion leader.
Whether an executive writes his own blog or has some one assist him with wording, doesn’t matter. What does matter is that he/she is earnest and insightful. Take the lead in engaging your audience. This will create trust.