Don’t just blog it – think about it.

I recently read a blog that suggested PR agencies were not practicing what they preach because only a quarter of them had blogs.

As a PR agency with a blog, you might expect me to agree with this line of thinking. But I don’t.

Blogging is just ONE strategy that a PR agency – or anyone else for that matter – may use to communicate with its target audience. Others include Yellow Pages, advertising, networking, media, newsletters, e-newsletters, website … shall I go on with my list?

My own agency has a blog but we don’t use Yellow Pages or hard copy newsletters. I know of other agencies that do use newsletters and advertising but not blogs. We each choose the right tools for our product and our audience.

Similarly, we strongly recommend that some of our clients use Facebook but not others. We recommend TV advertising for some campaigns but not others.

Not every tool is appropriate in every circumstance and blogging is no different. So how do you choose?

I always start with the same questions:

· What do you want to achieve?
· What are your key messages?
· Who do you need to talk to?
· What will push their buttons?

Don’t waste your money on activities that won’t achieve your goals. Put your time and energy into ones that will.