From PR Business magazine...
Weblogs are having a significant impact on the way organisations communicate but many of the biggest successes are outside the public view, according to experts who will speak in London next month.
Although some use weblogs to reach a broad market, the most significant impact is on how organisations speak to niche, often internal, audiences, argues Stuart Bruce, one of six speakers at the University of Sunderland’s Delivering the New PR conference on May 12.
Bruce, a partner in Leeds-based BMA PR and a high profile PR blogger, lists two major finance companies, a police force and a publisher among examples of organisations using weblogs to break new ground in internal communications.
He said: “It is a year since the cover story of Business Week claimed ‘blogs will change your business’ and put blogging on the boardroom agenda. But if they are being honest, some of the early champions were finding it difficult to find UK examples where blogs were making a difference.
“Now all that is changing, and much of the change is coming as people realise the power of blogs to improve and stimulate communications with specialist and niche audiences.”
And Philip Young, senior lecturer in Public Relations at the University of Sunderland and a lead researcher in the EuroBlog 2006 survey which tracks the impact of blogs on PR practice in 33 countries, agrees: “With experience people are realising that blogs are different than ordinary websites, which are often little more than static noticeboards. A good blog encourages dialogue, and it thrives on personal insights and a natural tone of voice.