01 August 2007

Blog expansion is confusing communicators all over the world and raising a number of questions. Matjaž Klipšteter, director of Futura PR, and Mateja Breznik, consultant at Futura PR, have discussed where this is leading and how blogs can prove useful in internal communication for the latest issue of Marketing Magazin.  

Companies are more determined by what others say about them than by what they say about themselves, claims Matjaž. This forces them into complete transparency and creates new challenges to communicators. Finding the most influential opinion-maker in the ocean of all kinds of posts is only one of them.

Among advantages that blogs bring to internal communications, Mateja has emphasized enforcing feeling of affiliation and exchange of advice among the employees. She mentioned audioblog can be a useful solution to busy managers who do not want to give up blogging, and warned about few rules that must be considered with internal blog.