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Taking on the world, one conversation at a time
With almost 60 million blogs open around the world, you could be forgiven for asking what is the point of one more voice added to the growing cacophony of the global conversation. However, if you believe that social media is going to play a significant role in corporate communications in the future - and Edelman does believe that - then it makes sense to participate yourself.
Corporati (http://corporati.wordpress.com), the new corporate practice blog at Edelman Korea, serves a dual purpose. Externally, it is a platform from which to discuss our approach to corporate communications, branding, marketing and all the other little things that make up a company's reputation. Internally, it is an opportunity for the team members themselves to express their own thoughts on the work they do for clients and to engage some of our own stakeholders online. After all, it's a poor advisor who can't take his (or her) own advice.
Blogs are being used by companies in a number of different ways: for internal communications as well as for external; for senior level communication as well as working level; for brand oriented communication as well as for personal insight. Corporati is something of a bridge. It will showcase some of Edelman's intellectual capital and carry our thoughts and insights into a number of issues. It will also offer some insights into what it is really like working at Korea's leading international PR firm. It is intended to both provoke thought - and hopefully discussion - and also to entertain (that's why we posted a Monty Python clip!). Trying to be all things to all people? Perhaps. But trying to set lofty goals for a blog is probably a mistake.
We anticipate updates three or four times a month. We do, after all, have other work to do that our clients pay us for. Topics will range across the board, but there are some guidelines that we are following:
All posts will be related to Edelman and the work we do
All posts will be our honest point of view, not necessarily the point of view of the firm
We will not use the blog to showcase specific client work
We will not mention clients in the blog without disclosing the fact
We will not delete comments unless they are abusive, defamatory or spam
Like all blogs, Corporati is a work in progress and its future direction will depend very much on the quality and scope of the conversation it generates. After all, a blog is a conversation, not a soapbox. That's the power of the medium and, above all, is why we are engaging in this space. Come join the discussion.
*스티브 보웬 / 에델만 코리아 이사
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