There is a misconception that a blog is a good PR strategy for everyone. Everyone should have a blog, they say. A blog allows businesses to curtail traditional media and reach their prospects directly, they say. But do blogs really make sense for all companies? In my personal opinion … absolutely not.

I’m a huge proponent of the transparency, candidness and two-way communication that a B2B blog invokes. There are also some real benefits of blogs in terms of SEO and visibility on the web. Done properly, a company’s blog can become a destination on the web for a particular industry. But a blog is much more of a commitment than organizations often expect, and it adds an entirely new level of accountability.

So what companies are NOT good candidates for blogs?

1) Those without the bandwidth to devote the time needed for writing blog entries – Whether it’s a corporate blog or an industry blog sponsored by a company, interesting and current content is key. If no one has the time or ongoing interest to keep a blog updated, it has no way to attract repeat visitors. Even worse, it will look abandoned.

2) Those that don’t see the importance of participating on other industry blogs – Posting up content is just the bare minimum of a blog. Being successful in the blogosphere involves a lot of give and take. It takes active participation on other blogs to gain traction for one’s own blog. If an organization doesn’t have an interest in getting involved, they won’t be maximizing the conversations they can be having and getting the visibility they are looking for.

3) Those that have trouble presenting thoughts and ideas without a hierarchy of approvals – Although controlled and targeted messaging is crucial, a blog should allow designated members of an organization to have their own voice and write timely, appropriate content. If leadership needs to have a review process and analyze content before it can hit the web, a blog will lose part of its purity, and it will be obvious to readers.

4) Those that want to control customer feedback through a closed channel – Some companies just may not be comfortable with the idea of giving any disgruntled customers the opportunity to participate on their blog in the form of comments. The nature of a true blog would give anyone the chance to chime in and speak their mind on the topic at hand. If that’s not something a company can live with, a blog may not be in its best interest.

5) Those that have trouble presenting content that isn’t self-serving – Usually the most relevant and interesting content isn’t specifically about the organization blogging. Company’s can use a blog to present its people’s thoughts on industry trends, make predictions and even start conversations. But often, this content won’t be about a particular product or service, and a company needs to be comfortable developing that kind of content to attract visitors.

That is by no means an inclusive list. The practicality of a corporate blog really needs to be identified on a case-by-case basis, and some of the obstacles above can be overcome through education and gradual participation in existing blogs.

They say, you’re behind if you don’t have a blog. I say, there is no room for a one size fits all mentality in the blogosphere.

Related posts:

1. Take Me Out to the Blog Game, Part I
2. Take Me Out to the Blog Game, Part II
3. Search marketing up 31% in 2007
4. Blogs are Credible – I swear!
5. Web sites and other back yard projects…

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About the author:

Lorena Crowley is a Sr. Social Media & PR Executive at Schubert focusing primarily on how new Web 2.0 trends can support traditional PR tactics. Lorena hails from Florida and is still a die-hard Gators fan. Her almost 3 pound Yorkie, Dunkin, keeps her very busy on nights and weekends.

Follow Lorena on Twitter: @BusyBee2B