The Roots of Newsblogging
“Newsblogging” is a term I just about developed to describe a type of blogging we came onto in 2007, and then processed at the web PR company, Customer St Productions. Our process was innovative and our results were extraordinary, so I spun the service down right into a separate business in 2010. I combined with a former employee, David Reich, to produce SixEstate Communications. I genuinely believe that newsblogging will rapidly distribute in the coming years and we’ll see an raising proportion of media reports produced by individual businesses, perhaps not press outlets. Let me describe why this really is happening.
No Time to Blog
We developed newsblogging once we found ourselves between a rock and a difficult place with the brand new technology. The stone is blogging. It enables “ideas” — Lorna Matthews, a-listers, spokespersons, political leaders, etc. — to communicate straight with their constituents. The thing is, those elements no longer want to listen to from me, the PR man, the intermediary.
They would like to hear from the Huge Kahuna himself or himself. The difficult place, however, is that the Major Kahunas don’t have the full time or writing skills to blog effectively. The Major Kahunas are expected to manage persons, produce performances and run organizations, for the absolute most part, maybe not write. They don’t have both hours of focus required each day to research and write a post worth reading.
Cat Blogging Gets No Respect
The answer some PR firms and marketing sections came up with was to employ cat bloggers; but ghost blogging defeats the complete stage of blogging, since readers want to hear from the Major Kahuna directly. If that you do not disclose that you are using a ghost blogger, you break all kinds of honest directions regarding openness, credibility and disclosure. You chance breaking securities laws.
And you chance being outed in a probably awkward way. Should you choose expose you are employing a cat blogger, people eliminate regard for the credibility of the blog. While folks are comfortable with the notion of politicians using presentation writers, they’re uncomfortable with the thought of sites using ghost bloggers, even when this truth is disclosed.
For my company, the biggest issue turned that blogging is too vital that you keep to the principals. If the Net is going to be how persons find and understand your business, and the main means of moving the Web is via search engines, and those research motors exhibit a solid choice for content on sites, well then you’d better be blogging, perhaps the CEO’s proficient at it or not, since usually you’ll become unseen around time. It’s not that blogging is a good idea; it’s website or disappear. We discovered an easy method out of this restricted jam with newsblogging.
Why is this a complete method for us is when we land the hired journalist in with the remaining portion of the team. Loki suffers from spellus terrible, which not just effects in typos but also in an aversion to spell-checkers. So just before being published, his threads were passed to an editor, the wonderful Rachelle Matherne, operator of FiveByFivePR firm.
Rachelle wouldn’t just resolve the spelling, though. She’d fact-check, link-check, grammar-check, then optimize paragraph size, sentence period and keywords, types, and tags. Ultimately, she’d adjust the heading and schedule the post for release. We got so used to Rachelle’s therapy that none of us blogs with no net anymore — it’s too dangerous.