Article/Case Study 1- Blogging

ARTICLE FROM http://www.instituteforpr.org/files/uploads/Wright-Hinson.pdf

SUMMARY

As the technology became more important in the business sector, it becomes more important in the public relations sector, companies racing to take advantage of the new media technology today. From this article it discuss how one tools of the new media technology: blogging became more and more important to public relations each year. Public relations in the digital age requires understanding how is your key constituents are getting and sharing information and then influencing them at key points.

Blogging has somehow become a trend in business today, blogging can be consider as more influential and personal to lure customers as well as investors. Blogging can be a very effective tool for your company or even you as an individual. Just be sure your blog is real without making it a blatant advertisement or your message will be transparent and your blog won't be read, in the article it stated “In a world of fragmented media, employees’ online diaries can be a seductive way to lure customers into conversations.” By reading blog, people would feel the sentimental value towards the company, so this would help their decision to become a customer in your company. According to the article, blogs is sticky, readers check back several times a day and posts get linked to other sites amplifying their impact.

Usually in personal blog, readers will become follower to the blog and will check back several times to see if there any new post, same goes to company blog, customer will check again and again to see if they any latest news, deal, promotion, package and more, in this way they will update themselves to your company’s development. Blogging are also efficient, employees as well as the customers can post questions and get instant feedback, so there is no need to call the organization, all they need to do is ask on the blog, but some company’s blog provide frequently asked questions (FAQs), this would help them to find answer to their question. Most important about blog in public relations sector is the blog s free of charge, so it would help in advertising the company without the penny, employees also takes advantage of these blogs to get to know their company better as well as interact with readers.

Blogging also improve the corporate image of a company. Also reflecting from the article, employees are encourage to blogging as it may give advantage to the company, as the modern era has arrive, the internet has became a powerful persuading tools in public relations practice, employees can use blogs to reflect on their company they work for and also interact with current and potential customers. Easy example I would take here is Tony Fernandez, the Chief executive officer (CEO) of Air Asia, he shares everything is his blog http://www.tonyfernandesblog.com, this would help him not just to create a mutual understanding with his customers, but also advantage to the image of the company itself, and also for the use of the media to track him daily. Tony Fernandez is known with his great vision, visitors would adore his writings, apart from that, and latest deal from Air Asia is also in his blog. As a conclusion, blogging have change the public relations practice today, many employees as well as companies make blogging as one of their strategy in their business. Blog is somehow a trend today, and it claim, blog has become one of the tools for public relations practice today in the new media technology.

AHMAD FAHMY FAHD BIN ABDULLAH

2009617244

MC222/5C