MEDIA RELEASE 01 October 2009
Blogging: Australian public relations agencies not practising what they
Blogging has become a popular marketing strategy to establish an organisation as
an industry leader, provide insights and connect with online audiences. However,
Australian public relations agencies have been slow taking up this practice for
their own businesses.
Only one quarter of members of the PR industry group, the Registered
Consultancies Group (RCG) have a company blog.
The RCG is part of the industry body the Public Relations Institute of Australia
(PRIA) and seeks to provide professional standards on consultancy operations for
"Blogs can be an effective tool for setting yourself up as an industry leader,
creating brand awareness and encouraging brand loyalty," said Kim Larochelle,
account manager for Dennis Rutzou Public Relations.
"There has been much discussion in the industry about how blogging can benefit a
client's business but it seems not too many PR agencies have taken the strategy
on board for their own businesses.
"Our agency started blogging earlier this year. We found it is a great way to
demonstrate blogging to clients and potential clients and the agency has also
benefitted from it. It empowers our team by giving them the opportunity to
comment on topical issues affecting our industry and, along with other social
media activities, it has helped us create good relationships within the broader
communications industry. From a return on investment perspective, it's increased
traffic to our website and enhanced our online presence," said Larochelle.
According to Tim Burrowes, editor of media and marketing website mUmbrella, too
many agencies tend to form the view that if it doesn't quickly generate website
traffic, they will either not do it or give up after a certain time.
"I'm often surprised about how few PR agencies have blogs. It's relatively
straightforward to do and it's a great way of demonstrating that you know what
you're talking about when it comes to social media. It's also an excellent way
of learning about it as you go," said Burrowes.
Dennis Rutzou, chairman of Dennis Rutzou Public Relations, said some PR firms
are simply neglecting their own backyard.
"It's the same reason a mechanic has a run down car. When you're focusing on
improving someone else's business, sometimes you forget to work on improving
your own, especially when there's not an immediate pay off.
"In an environment where clients are seeking even more value, it is prudent
business strategy to undertake activities that will put you ahead of the pack
and make you stand out," said Rutzou.
Dennis Rutzou Public Relations (DRPR) is a mid-size communications consultancy
offering a mix of traditional public relations services and contemporary media
practices, including online PR and interactive media releases.
Dennis Rutzou Public Relations can be contacted on (02) 9413 4244 or by visiting
For further information please call Joanna Gitsham or Gemma Crowley on (02) 9413