Blogs: Viral, Targeted, Fast, Informative--And Becoming Critical

The world of blogging, also known as the blogosphere, is wild, highly viral, uncensored and unedited. It is also the newest and most critical tool in a business communicator's toolbox. Why? Because with blogs, communicators can quickly, regularly and easily deliver a variety of information to a highly targeted audience. A good blog will create a more personal relationship with customers and influencers by showing that the company is listening and responding to what they have to say.

Cohen, Ephraim. Communication World Bulletin (2005). Articles>Business Communication>Online>Blogging

Forget ROI, Let's Show How We're Making Money

Throw a stone in a room full of communication professionals and there's a good chance you'll hit one that will back up this statement: senior management loves to see ROI measurements, but seeing how communication initiatives create sales trumps all other measurements. From a marketing communication perspective, simply receiving feedback from a sales team can help your team answer most senior-level frustrations. From the perspective of a sales force, understanding marketing efforts (and how those efforts actually work) aids in everyone's ultimate objective: securing sales.

Cohen, Ephraim. Communication World Bulletin (2003). Articles>Management>Communication>Assessment

Managing PR to Save Time and Money—While Increasing Results

Public relations tactics are supposed to be cost-effective, but all too often, programs seem to come at a high price tag with questionable returns. This is often due to the fact that too many public relations functions are inefficient and too many programs are not targeted.

Cohen, Ephraim. Communication World Bulletin (2006). Articles>Business Communication>Public Relations