While most companies struggle to figure out blogs’ role in the communication mix, Google has figured out that blogging is the best way to present its position on policy issues.
An article in PRWeek praises Google’s recognition that blogs-while not the channel for reporting earnings-represent a better means of getting information quickly into the hands of analysts, media, and influencers. The article quotes Michael Robinson, vice president with Levick Strategic Communications: “This is where Google lives and breathes. The world is moving so quickly now. The ability to get out there and tell your side of the story before rumors overwhelm the marketplace is critical.”
Leave it to Mike Manuel, though to point out the shortcomings of Google’s blogs: The blogs don’t allow comments, enabling “Google to talk about sensitive issues and protects it from a controversial conversation, as there’s no way for readers to talk back.”
Agreed. On the other hand, any example of blogging as an issues management tool is welcome, if for no other reason than to be able to say, “Yes, you can” when lawyers at other organizations suggest, “You can’t do that.” And if one of those lawyers suggests that Google’s attorneys must not be happy about it, you can always point out that Google’s lawyers are among those posting to the blog.
Shel Holtz is principal of 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 blog a shel of my former self.
