1. To Blog or Not To Blog
For the Mendham Business Association
July 20, 2011
Presented by
Doug Fenichel, APR
In-House Public Relations

2. Who is Doug Fenichel
(and why is he talking about blogs?)
• Accredited public relation practitioner
• President of In-House Public Relations
• Blogger (www.inhousepr.wordpress.com)
• Former newspaper, radio and TV reporter

3. What is a blog?

4. What is a blog?
• “A hierarchy of text, images, media
objects, arranged chronologically
that can be viewed in an HTML
browser.” – Harvard blog (figures)
• “A journal available on the Web.” -
blogger

5. What is a blog?
• “A frequent chronological publication
of personal thoughts and Web links.”
Marketing Terms Dictionary
• “A web site in which items are posted
on a regular basis and displayed in
reverse chronological order.”
Wikipedia

6. What is a blog?
• “My soapbox” -- Doug

7. Why blog?

8. Why blog?
• Publish your own point of view
• Control the message
• Increase understanding of you, your
firm
• Reputation management
• Improve search engine position

9. Why blog?
• 77% of Internet users read blogs
• 89% of journalists use blogs for
research
• 72% of bloggers blog to share their
experiences

10. Should you blog?
• Be passionate about your topic
• Commit to a regular schedule
• Learn as you go
• Read other blogs and comment on
them
• Demonstrate honesty, authenticity

11. Getting started
• Read, read, read
• Choose a platform
– Word Press
– Blogger
– Movable Type
• Go for it!

12. Publishing
• Plan a theme • Write well
• Write frequently • Don’t wait for
• Keep it short perfection
• Content is king • Keep it personal
• Offer value • Engage readers
• Have some posts in • Use multimedia
queue • Cross promote

13. Publishing
• Think about different kinds of
messages:
– Editorial
– News
– Advice
– Promotions
– Community access

14. Blatant Promotional
Message
• Your blog should be part of a strategy
• Engage your customers and others
• Inoculate against crises
• Sell more
• We can help!

15. Legal & Ethical Stuff
• FTC requires disclosure from
bloggers who receive cash or in-kind
payments.
• Fake reviews are unethical and will
hurt you.
• Do unto others…

16. Go forth & blog
(973) 970-3411 doug@inhousepr.biz
Should your blog be part of a
comprehensive communications plan?