September 11, 2009

Why corporate blogging is like selling uncut cocaine

Or, why your company should tell its own story before letting others cut it up

cokeDavid SparkMy company, Spark Media Solutions, is based on the premise that every business has the capability of being its own media network. Given the endless tools for cheap to free production and distribution of content, there’s absolutely no reason a business must rely on others to tell their story. Yet for some demented reason, it’s still unbelievably difficult trying to convince corporations to do just that. Tell your own story. Businesses ingrained with the culture of “corporate communications” feel far more comfortable going through the traditional channels of PR firms, journalists, and bloggers.

Why would you allow the fate and success of your company to be based only on hoping that someone publishes your story correctly? Why not tell your story yourself? All of the people that companies traditionally rely on to tell their story (e.g., PR pros, journalists, bloggers) are not on the payroll. They have no choice but to hear your company’s story through a chain of communications. The net result is your story is published and distributed second-, third-, or fourth-hand.

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