Branded Corporate Blogging Communities

By Exclusive Concepts Blog Team

Hill & Knowlton is one of the foremost public relations firms in the world, so when they decided to start blogging it was big news.

This week at the Global PR Blog Week 2.0, they reveal what they learned, what they developed and what they counsel their clients. Blogging for our brand.

H&K came up with a corporate blogging community called Collective Conversation. A branded “collective publishing environment’ makes it easy for people from different regions and subject areas to expose their insights to their clients, their colleagues and others to read.

Only after they put advice and guidelines in place and created the community, did they begin to advise clients credibly. Their recommendations are based on their own experience.

1. Analysis. Read blogs to analyze what works. Look to your competitors, peers and good blogs from anywhere.

2. Advice. The strategic business and marketing decisions are more complex than the technological ones.

3. Action. If you want to try a corporate blogging community, do it on a small scale first. To read their Code of Practice and their Top !0 Tips, click below.

Hill & Knowlton’s Code of Practice

1. I will acknowledge and correct mistakes promptly

2. I will preserve the original post, using notations to show where I have made changes

3. I will never delete a post

4. I will not delete comments unless they are spam or off-topic

5. I will disclose conflicts of interest (including client relationships) where I am able to do so

6. I will not publish anything that breaches my existing employment contract

7. I will distinguish between factual information/commentary and advertising

8. I will never publish information I know to be inaccurate

9. I will disagree with other opinions respectfully

10. I will link to online references and original source materials directly

11. I will strive for high quality with every post – including basic spellchecking

12. I will write deliberately and with accuracy

13. I will reply to emails and comments when appropriate, and do so promptly

14. I will restrict my posting to professional topics

15. I will write on a regular basis, at least once each week

Hill & Knowlton’s Top 10 Tips

1. Get both senior buy-in and grass roots support – early

2. Go global if you can – otherwise you’ll end up with multiple communities, policies and branding

3. Map the benefits against your brand values and make sure there’s a fit

4. Set clear objectives – work out what you want to achieve and plan accordingly

5. Make the business decisions first – the technology should follow

6. Being the first in your sector can give you unexpected PR and business advantages

7. Don’t wait for everything to be perfect before you launch – chances are it never will be, and you’ll miss your window of opportunity

8. Don’t underestimate the time required after launch to nurture and prune

9. Put guidelines and a code of practice in place – and make them visible to visitors

10. Don’t be afraid to experiment – on a small scale