Blogging has become a popular marketing strategy to establish an organisation as an industry leader, provide insights and connect with online audiences. However, Australian public relations agencies have been slow taking up this practice for their own businesses.
Only one quarter of members of the PR industry group, the Registered Consultancies Group (RCG) have a company blog.
The RCG is part of the industry body the Public Relations Institute of Australia (PRIA) and seeks to provide professional standards on consultancy operations for PR agencies.
“Blogs can be an effective tool for setting yourself up as an industry leader, creating brand awareness and encouraging brand loyalty,” said Kim Larochelle, account manager for Dennis Rutzou Public Relations.
“There has been much discussion in the industry about how blogging can benefit a client’s business but it seems not too many PR agencies have taken the strategy on board for their own businesses”, said Kim.