PR heavyweight Ketchum has come under considerable fire for the launch of its new-media practice, notably because the company doesn't appear to have any bloggers on its team who can bring any kind of experience to the table. (A customized blog that is ready to go should you need it - either a live' site already in use or a dark' site that can be switched on almost immediately. But be sure to assess the potential vulnerabilities of entering this volatile sphere of the Internet A dark site for addressing a crisis is a good idea. A "dark blog" is not. Blogs are, at their core, trust networks. One of the upsides of a corporate blog (if done well) is that it builds a bond of trust with readers. When a crisis strikes, you can tap into that trust network where you have some goodwill in the bank. (Look back at my Reader Comments... Holtz Communication + Technology which focuses on helping organizations apply online communication capabilities to their strategic organizational communications.
As a professional communicator, Shel also writes the blogSuggest a Correction
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