Blogging Can Open Inside Lines

In addition to trying to raise their external visibility via blogging, some companies are using blogs on their corporate intranets to try to communicate more effectively with employees and business partners. For example, Keith Gerson, PuroSystems Inc.’s president and chief operating officer, launched a blog on its intranet eight months ago — soon after he joined the Tamarac, Fla., company, which offers emergency restoration services to insurers and property owners. “The blog seemed like it was an important way to come in where people didn’t know me [and] be able to start working on credibility and trust,” Gerson said. “It was a way for me to share my vision.” Gerson also has used the blog to communicate with the company’s 160 franchisees about the philosophy behind a new marketing fund they were being asked to help pay for. “It gave me the unfettered opportunity to paint a portrait for them of what that fund could do for us,” he said. “There was little margin for misunderstanding or miscommunication.”

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