Using a Blog for Public Relations

As a sponsor of the 2006 World Cup soccer tournament, Coca-Cola devised a public relations campaign that merged the common reality television concept of strangers living together with the growing world of blogging. The company hired professional bloggers to live in a flat in Germany, where the tournament was being held. Then, fans participated in a contest to live and work with the bloggers for the duration of the month-long tournament. Everyone would blog about their experiences -- and share their entries and photos with the world -- with no editing or influence from Coca-Cola.

“You have to engage your audience through whatever means necessary,” says Petro Kacur, senior manager of Coca-Cola’s marketing and communications group in Atlanta. “More of our audience is using blogs and spending time online.”

The Web currently has 15 million active blogs read by 57 million people, says Rhoda Weiss, chair and CEO of the Public Relations Society of America. “Blogs are here to stay,” she says. “You can’t put your head in the sand.”



Recognizing the growing reach of blogs, many PR professionals are now harnessing their power to:
Communicate with clients and customers directly.
Give their organizations a chance to share their side of the story.
Obtain quick, cheap and honest feedback.

If you’re ready to plunge into the blogosphere, start using a blog alongside your PR strategy!

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