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Dark blogs: a bad idea for crisis communication
Shel Holtz doesn’t like dark blogs. My 2 Cent: A company may adress other stakeholders during a crisis as it would build relationships with using a corporate blog before any crises would occur. So I think a dark blog may be useful in some situations and for some companies
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Dear Thomas – I’d love to comment – but it seems that for some reason your 2 cents aren’t finished. Assuming that you are argueing for a dark blog – couldn’t the other stakeholders attracted by a crisis just simply use the already existing corporate blog?
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Bastian, thanks for the hint – del.icio.us cut the sentence.
IMHO it should be first choice to have an established voice and established relationships to relevant stakeholders. Therefore a corporate blogs seems a good solution to me. And yes, I agree with you: the other stakeholders could just visit an existing corporate blog during a crisis.
But on the other hand I don’t like to ban the idea of dark blogs totally since I think not every company has the possibility (and the necessity) to run a corporate blog during the whole year.
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You are welcome :-)
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And: a dark blog is a cute, easy to handle cms that can be accessed from anywhere – what might be crucial in a crisis.
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It is very important not to lose too much confidence during a crisis. This is a question of credibility. And a corporate blog has a larger credibility than a dark blog (due to its past continuous presence on the web). So, I’d prefer a corporate blog as instrument of crisis communication.
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Me too, Thomas – in general. But I still think there may be exceptions. Just one simple example: I know several big companies with a distinct one-voice policy. I don’t know if they’d ever run a corporate blog. But their PR departments are realizing that a blog is a quick and easy-to-use CMS which can be started even without their IT-department. So a dark blog may not be the best possible solution but a pragmatic one.
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