Corporate Blogging Guide (5): Blog Editors & Editorial Policy

Depending on the type of corporate blog you’re targeting, you can then put together an editorial team. To make sure you correctly appoint those in charge of content generation and blog management, you need to consider the following criteria:

1. Criteria to help build the editorial team

The future bloggers needs to be/have:

1. Experts in the filed they are going to cover;
2. A good communicator, able to manage potential communication crises arising from dialogues and feedback generated by the blog;
3. Concise, clear and explicit when they express themselves, as they will not target only those who are in their turn experts and are acquainted to the field’s jargon;
4. Believable and genuine in what the provided information is concerned;
5. A human touch and a pleasant manner of writing;
6. Ready to face a reduced level of privacy in their lives, at least in what the online world is concerned.

2. PR department involvement

Most communications through the corporate blog usually abide by the general public relations policies within the company, thus it is strongly recommended that your blogger(s) work together with your PR department. Their collaboration helps:

1. abide by the general communication tone imposed by company standards;
2. prevent or, if needed, manage possible communication crises;
3. develop the bloggers’ communication skills and ability to generate valuable content.

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