Added: 04/01/2006 |
Overview of D&E in depthBeing one of the largest public relations firm in the USA, Dix & Eaton Incorporated has developed a personal and unique approach to the field of public relations and marketing. D&E in depth allows seeing what this approach is. In particular, the Dix & Eaton approach rests on two principles: the success of any enterprise is fueled by its ability to gain the "vote" of its three primary stakeholders - Employees, Customers and Owners, who decide each day whether and how intensely to contribute to the success of the enterprise - so called ECOsystem; and since the communication helps drive attitudes and behaviors, it is a significant determinant of an organization's performance.
D&E in depth strategies also involve some persuasion, changing minds and encouraging people to see client's success as the best path to their own. The persuasion is a highly competitive sport. A consistency is a key. Without it the message is diluted and the "face" on the organization often two-or-more-sided. Integrating communication efforts can ensure a harmonious message. You cannot persuade anyone without understanding their thinking. When was the last time the company's opinion was swayed by someone, who showed no knowledge of or interest in company's point of view? Telling is far less likely to persuade than a dialogue is. What is more likely to change the mind - a lecture or a conversation? Being talked to or listened to? The point of view most likely to win is clear, compelling and relevant.
The power to influence rises with proximity, familiarity and credibility. Use the influence levers or lose them. D&E in depth is a way the company tells about itself, how it works, who the clients of Dix &Eaton are, how the company works every day. You can learn and find out more about the company only by getting acquainted with D&E in depth. The company's VP of Interactive Services writes about how Dix & Eaton blogs are being used as a corporate communications and PR tool.
A standard list for good blogging includes: conducting interviews to generate content and ideas; a report on a community opinion; monitoring the web for brand names and references; creating a value.
While starting a blog is easy, succeeding at blogging is not. Successful blogging is more involved than signing up for a blog and writing posts. First, the fundamentals of Blogger Relations must be understood, then the blogging potential must be researched, and the strategy that takes into account PR and business goals has to be designed. Blogger Relations is what blogging is all about-starting and maintaining a conversation. Next, the relevant content must be provided.
Done well, corporate blogs can generate leads, demonstrate a thought leadership, increase visibility and improve search engine rankings for the company; otherwise, executed poorly, a blog can have no benefit. Men, who write blogs, are bloggers. The best bloggers tend to be the best conversationalists. The best conversationalists are always those, who listen well. A blogosphere is dynamic and a blog list must be read in order to grow and evolve. Keeping up is hard to do.
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