Blogging as a communications tool for banks

The current environment

  • Every bank is facing increased scrutiny from communities, regulators, depositors, borrowers, investors, media and employees.
  • There is a general sense that all banks lack transparency.
  • Online banking and ATMs have removed much of the personal interaction between banks and their customers.

Why blog?

  • Frequent Updates – promotes greater sense of transparency.
  • Personal Tone – deepens relationships and trust with key stakeholders.
  • Accessibility – allows stakeholders to more easily receive and revisit content.
  • Sharability – enables others to share and champion the bank’s messages more broadly.

Benefits

  • In times of uncertainty, constant communication is critical to preserving trust.
  • Blogging is an established and powerful tool, yet still underutilized in banking and will position blogging banks as a forward-looking organizations with a deep commitment to transparency.
  • Discussions about banks are already occurring on and offline, a blog gives the bank an equal and immediate platform to participate and respond.

Step One:  Blog Type Selection

  • Organization Blog:  Follows the activities and concerns of the entire organization and is usually authored by several individuals
  • Personality Blog: Follows the activities and concerns of a particular individual that represents the organization.
  • Issue Blog: Focuses on one issue of interest to an organization and is usually authored by one or more experts from the organization.
  • Platform Blog:  Aggregates several blogs often targeting specific issues and personalities at the organization
  • Micro-Blog:  Made popular by Twitter, these a 140-character messages that update followers about an individual or organization’s activities

Step Two:  Workflow
Answer the following questions:

  • Who will generate blog post ideas?
  • Who will author the blog posts?
  • Who will approve blog posts?
  • How will comments be handled?
  • What are the blog post frequency expectations

Step Three: Soft launch

  • Begin blogging with publicity to employees and other close stakeholders.
  • Gain feedback and tweak as necessary.
  • Get comfortable with workflow and develop a strong, substantive history of posts.

Step Four: Publicize

  • Promote to mainstream media contacts and high audience online outlets in the industry/region.
  • Ensure most recent post is an engaging illustration of the blog’s content.
  • Measure success by growth in number of visitors and subscribers

Step Five: Engage

  • Be active in responding to comments – either in the comment section through new blog posts.
  • Respond to posts on other blogs related to the industry and community.
  • Use “trackbacks” to let other blogs know you are referencing their posts

About Iris PR Dubai

Iris Public Relations is a PR agency in Dubai, UAE, providing public relations consultancy in the Middle East
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