Why aren’t British Businesses blogging?

December 19, 2008

Some of my newsroom companions do not see the value in blogs and blogging, either in the sense of adding value to a company’s editorial output, or as a useful editorial resource for journalists to tap into for sourcing News, Features and industry commentaries on business developments and trends.

The USA is way ahead of the UK in terms of seeing the value in blogging for business. Personally, I am a huge advocate of blogging – for me, anything that adds quality editorial resources to time-pressured Editors can only be a good thing.

The corporate blogs that first came out of the States from companies such as General Motors have been viewed as seminal case studies in best-practice examples for business blogging – for an American audience of course.

British marketing directors seem to have been reticent to take-up blog platforms and include company content online in this medium – a shame, seeing as it adds value to their marketing spread, whilst also providing customers and the Media with important additional sources of information.

British PR Agencies have been shockingly-slow in promoting blogging to business clients. They seem to fear the openness of blogging, it appears, and only a handful of PR providers are actively adding value in the UK to media sources via client blogs and online forums, where us media representatives can source valuable editorial inputs from company directors across the country. Most UK PR Agencies seem stuck to be in a rut of traditional media relations.

As a Managing Editor constantly on the look-out for fresh content, interesting editorial and commentary pieces which will add readership value, I hope more UK businesses will blog in 2009. Whether or not their PRs advise it.

There are some really useful inputs and thoughts here on the reasons why British bosses aren’t blogging.

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