The Value of a Blog

Dr. Esteban,

As part of our PR plan, I would like to implement a blog on Seton Hall and its relation to issues of higher education, which you will write and update. I understand that there may be some apprehension on starting a blog. Often, they can have a connotation of not being a true source of news or just a fancy space to air your opinions. This stereotype, however, is one of the past. Bloggers are becoming huge influencers in nearly all markets, as journalists and the public alike are increasingly turning to their posts as a trusted source.

Consider for a moment the realm of social media. Surely, you can recognize the value in being able to communicate to your publics instantly and directly, and in a space where you can receive feedback in return. Essentially, a blog is the same thing. Any share space in which each post has a headline and body including links and photos, is in reverse chronological order, and allows readers to comment is considered a blog.

This comparison may leave you wondering “why a blog” on top of the social media you are already a part of. Aside from the obvious advantage of being able to communicate in more than 140 characters or a single picture, blogs are a great way of building trust among your public and gaining exposure, both for the organization and yourself. These benefits are some of the fundamentals of public relations, making blogs a strategic tool for the field.

First, blogs are a more personal means of communications. Rather than relying on a standard press release from Seton Hall as an organization, journalists can receive your own personal perspective. Journalists greatly appreciate this, as it makes for a much more interesting story, meaning they are more likely to write about Seton Hall in articles either directly or as a reference on a relevant subject. In addition, a new sect of public relations is rising due to the increasing popularity of social media. Publics no longer rely solely on traditional media to form their opinions of an organization. Seton Hall can be seen as stoic and distant if you were to not engage in the blogging world, which is extremely detrimental to an organization whose focus is people. As we know, emotions can run high when dealing with things like tuition, graduation, or housing. A blog can be your source to show empathy towards students and their families, while still controlling the message that gets across.

A blog would also be instrumental in propelling you and Seton Hall as leaders on issues in higher education. The blog would not have to be reactive in addressing problems people may be having with Seton Hall, but a forum of opinions on higher education and a showcase of areas in which Seton Hall shines as well.

Our firm is happy to help you implement this tactic. In an ever-changing media climate, we strongly feel that you will simply fall behind. A blog is a wonderful opportunity for two-way communication among you and your publics and can bring crucial benefits to the Seton Hall community. Go Pirates!

For reference, here are 3 other blogs from university presidents that embody our vision for the blog.

Pace University

University of Washington

George Mason University

 

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