Authenticity is the Name of the Game

One of the most important lessons to learn as you consider using new online technologies to reach your target audiences is to be authentic. The tone with which you communicate to your audiences is simply different online than it is in traditional PR. If a reader, blogger, Podcaster, whoever, detects even a hint of “spin” or promotional tone, you’ve likely lost them forever. So be yourself.

If you’re writing a blog or responding to a blog post, be short, conversational and even informal. Misspellings are even OK here, sometimes… It makes you seem like a real person. If you’re trying to pitch a blogger, engage them in conversation first on a topic of interest to you or on a topic that relates to your business or product. Then, over time, work in a mention of your business or product where it seems appropriate. Same goes for Podcasters.

For companies who host their own blogs, it’s so important to be upfront and honest. While sometimes this may lead to negative comments or even addressing things you hoped would never come up, you’ll come out much the better for it for being willing to open up. That reader will likely be a client for life because you shared openly and honestly.

So please don’t let your company blog become a place where you simply toot your own horn. Instead, let it be a place where you open a dialogue with your consumers or readers and allow them to see the “human” side of your company.