16 Jun 04 @ 7:20 pm
Thought Leadership and Weblogs
For our clients who wear both the internal communication and PR hats … we’ve seen thought leadership become a priority for many of you over the last couple of years. MarketingSherpa posted a case study today about a CEO who started a weblog, external to his company’s website, where he posts his industry-related ideas…seems as though it’s proven successful.
Chuck was kicking around the idea of using a blog as a corporate communication device. I never got that excited about it being an official thing because a lot of corporate blogs are thinly disguised press releases dressed up to look hip,” Libin explains. “We have better resources to get out press releases.
But, PR guy Chuck Tanowitz persisted. “What better way to position Phil as an industry thought leader than to create a body of work that would continually grow?”
Plus, Tanowitz shared a frustration common to many PR pros. Libin had lots of insights into the state of the security industry and its place in 21st century life, but scheduling time to meet with him during working hours or getting him to write formal columns was nearly impossible. When you’re running a quickly growing company, and jetting around the globe for meetings, think piece ideas aren’t at the top of your to-do list.
Check out the rest of the case study…
posted in category(s): Tools in Practice
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