This week’s Conversations column introduces a new research paper by Robbin Goodman, Executive Vice President and Partner, Makovsky + Company. Goodman argues a strong case for corporate blogging as an emerging public relations and business tool.

But the case that she makes stands in stark contrast with the other thrust of her paper – which provides the most complete published review of findings from the Makovsky 2006 State of Corporate Blogging Survey. That study – a nationwide telephone survey of 150 senior executives (directors and above) of Fortune 1000 companies – was conducted for Makovsky by Harris Interactive.

“Who will admit that in 1996 they questioned – even doubted – the power of the Internet to transform the way business everywhere would be conducted?” Goodman writes. “Despite evidence of another major shift taking place, many senior executives seem determined to doubt the Internet’s power to alter business communications.”

According to the survey, very few top executives are convinced that corporate blogging is growing in credibility as a communications medium, a brand-building technique, or a sales or lead generation tool. Nearly half of the executives polled said their companies do not have corporate policies pertaining to blogging, though 77% believe that their organizations should have such policies.

“Clearly, we are seeing a snapshot of the beginning of a corporate activity and a medium which is set to grow rapidly and which will become increasingly important to corporations around the world,” says Goodman. “Companies that do not recognize this trend and take action to capitalize on it will miss out on valuable opportunities.”

You’re invited to download and read the paper, and let us have your thoughts about research and realities regarding corporate blogs.

Frank Ovaitt
President and CEO
Institute for Public Relations

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Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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