There are so many excuses why companies believe they should not blog. Here are a few reasons and some ways around potential obstacles:
It takes up too much time
Answer: It doesn't take up as much time as you think and they can be outsourced to agencies (if the blog is being used for marketing communications) or you can hire a blog editor like some companies have done.
If you blog then you are going to face a potential backlash from the blogosphere
Answer
Create some good blogging guidelines. There are plenty of good examples and read other blogs to get an idea of what is appropriate.
My brand will be damaged by negative comments
You can moderate comments on blogs so you don't have to publish them if you think they are too negative. You can have house rules clearly publicised on your blog so people know on what basis comments will be published. It is good though to publish some negative comments because it shows you are big enough to take criticism and it will make your blog more credible.
It's too technical for me
Answer: Blogging software is easy to use and you don't have to be a great techie in order to get to grips with it. Putting posts and comments on this blog is really quite straightforward and I really like getting comments and feedback.
We are going to lose control
Organisations have got to get used to the idea that they cannot control everything. There are masses of conversations going on now on the blogsophere about their brands and sectors. It is always on. If you don't join in the conversation then you are going to become irrelevant
A few other points:
Using a blog can help you bypass mainstream media. It is faster and quicker.
Using blogs can complement traditional PR.
Make sure you have contingency plans in plans. If a crisis breaks offline and blogs start talking about it you need to be able to respond. It is good to be responsive and you will get credit for that and in order to do so you need to know the influential blogs in your sector and you can post comments on them.
