Creating and maintaining a blog forms part of my assessment on the course module Public Relations and New Media. Honestly, I have never heard about blogs till the tutor mentioned it in class. I was sceptical about the whole idea at first because I did not know how to go about it. After subsequent lectures on the course, I began to see the necessity of blogging. As a PR practitioner in the making, having the opportunity as a student to learn about the nitty-gritty of blogging will be an added advantage when I enter the PR industry.

What are blogs anyway? The internet has introduced a good deal of online social networks in recent years, a blog is a product of the internet. Originally, blogs were used by individuals as avenues to express and share their opinions and ideas on topics of interest across the world. Blogging as I came to understand has the power to connect with target audience because information on the web travels fast in a twinkling of an eye. This advantage gave way to the proliferation and popularity of blogs, and has attracted organisations and other fields of profession. In the PR industry today, blogging has become an additional strategic tool in the interaction and management of relationships with both the internal and external publics of an organisation.

There has been emphasis on the necessity of blogging by PR practitioners. Practitioners have observed that their existing relationships with stakeholders can be highly effected by postings on the blogosphere. Its ubiquitous peculiarity transports information, promotes products and services, enables marketing functions and above all allows practitioners the freedom to communicate with specific audience without media editing and filtering unlike the traditional media channels. It is crystal clear that blogging is a tactic in public relations and marketing efforts today.

Consequently, blogs do have positive and negative impacts on the image, identity and reputation of an organisation and if not carefully executed could alter the effectiveness of the desired outcome. This is because the internet audiences are questioning and inquisitive. In my opinion, the former outshines the latter on the basis that only the well-informed, well-disciplined and strategically capable communicator will make it meaningful in the application of such features. A friend of mine once said, the world is changing rapidly, the future is the internet. I strongly agree with him and based on this premise, I’m certain that the blogging culture has come to stay.

Books consulted: Sandra C. Duhe, EDITOR (2007) New Media and Public Relations. Peter Lang. David Phillips (2001) Online Public Relations. Kogan Page

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