NY Times Getting the Most Out of Twitter

I thought this article, by a Weber Shandwick blogger, a good recap of the original NY Times feature. Here it is.

Who's the Blogger?

When a company is considering establishment of a blog, ask these questions:
Is the voice authentic?
Is the blogger transparent? Believable?

Companies should first consider internal experts. If you have a comprehensive public relations campaign, you likely have a series of press releases and by-lined articles. Those items can be reedited as a blog post.

Consider a gardening expert from Breck's or Spring Hill Nurseries. The by-lined articles we crafted in concert with the product experts could easily be refashioned into a product-focused press release and as a blog.

Value of Key Message Points

Why should any organization provide key talking or message points to their top management? What's the benefit?

By defining what the business does and why is one of the first steps in any communication campaign. Having all key players within the company speak with one voice is critically important. You want to provide one voice as you raise awareness of your company, its products and services.

Want to see this in action? Just tune in to the Daily Show with John Stewart www.thedailyshow.com and watch the video clips of Fox News commentators going after anything anti-Democratic party. The commentators and Republican Party guests will use the same phrasing over and over to get their message across.