The internet has led to a true democratisation of the media, and weblogs are no exception. One of the main attractions of blogs is their ability to enable two way communication. Weblogs are produced by all kinds of people on any kind of topic. Blood (2002, p. 15) explains, “because they are primarily noncommercial efforts, they have no vested interest in pleasing stockholders and no need to avoid offending advertisers�.
Blood (as cited in Langellier and Peterson) attributes the rapid growth in journal-style weblogs to the arrival of free web-tool packages and software such as those provided by Greymatter, Moveable Type, Pitas, and Blogger, which greatly simplified the process of composing and publishing weblogs. Widely available web tools, templates, and automated update services make it possible for anyone with computer access and rudimentary skills to publish a weblog. Blogger.com, which describes itself as "push-button publishing for the people," announces on its homepage that "Blogger offers you instant communication power by letting you post your thoughts to the web whenever the urge strikes" (Langellier and Peterson, p. 161).
Weblogs create communities by inviting individual readers to offer alternate readings of linked articles, supplemental material, or additional views on the same topic. Individuals who produce personal weblogs love how the blog can offer information all day that has a voice and personality. Many public relations (PR) practitioners are also praising the weblog as a new and more immediate way to communicate more effectively with publics. As a new communication medium, blogging has had a noticeable increase in the success of communication strategies for PR practitioners.
“Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organisation and the publics on whom its success or failure depends.� (Cutlip et al, 2000, p. 2)
Two-way communication between a PR practitioner and his or her client is a necessity if the organisation wishes to be successful and maintain competitive advantage; communication is a key variable in management of an organisation’s relationships with the environment. When looking at the communication models relevant to PR, the “ideal� situation is the two way symmetric model of communication, where mutual understanding is achieved. This is effective as the nature of communication is two-way, and there are balanced effects between the source and the receiver (Cutlip et al, 2000, p. 172). Indeed, weblogs could assist in establishing and maintaining mutual lines of communication, understanding, acceptance and cooperation between an organisation and its publics by helping management to keep informed on and responsive to a client’s interest. Weblogs are also a functional tool for organisations to use to communicate within the internal environment.
The age of on-line communication has ushered in a whole new set of employee communications vehicles- first there was email, and now weblogs are a vital part of some company’s intranets. The worst thing to happen to any organisation is for employees to learn critical information about the company on the 10 o’clock news. Weblogs enable organisations to release pertinent information to employees first and consider internal communication primary. Such vehicles are more immediate than earlier print versions. They reach employees at their desks and are more likely to be read, listened to, and acted upon (Sietel, 2001, p. 381).
The weblog represents the internet at its best: a single network that shares thousands and thousands of different opinions. Weblogs are still most commonly used as personal diaries. However, in today’s society, companies are not merely perceived as a totally private entity; they are now considered responsible to the public as well. Blogging has proven to be an equally successful communication medium for marketers and PR practitioners seeking more direct conversations with their customers.
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Catherine Miller 14:03, 26 Oct 2004 (EST)
