Ask Paul: How Do We Go About Creating a Blog?

Q. How do we go about creating a blog?

A. If you have decided that blogging is something you would like to encourage in your organisation, the following steps will help you get started.

Familiarise yourself with blogs: It is important to know about them before you decide to start one. Research as many as possible, especially blogs in your line of business – what are their features? What do you particularly like or dislike about them?

Is there an appetite for blogging in your organisation? Remember that the whole point of the blog is for employees, customers, clients and the public to use and develop it. The communications department is not responsible for posting on it or maintaining it. There is no point in creating a blog if your target audience are not likely to use it.

Be clear about your purpose: What exactly do you want your blog to do? It may fulfil a number of purposes, e.g. by providing a way to interact with customers and obtain feedback from them; sharing information; encouraging collaboration between employees, and keeping employees and customers up to date with the latest news.

Ask yourself if you really need a blog: If you have fully addressed point 2 and decided on your purpose, you will be in a position to answer this, as there may be other/better ways to fulfil these purposes rather than a blog.

Assess the communications culture of your organisation: A blog needs an organisational culture of openness and honesty to thrive.Continue reading