(Warning: This ingredient may not be for every blogger.) The ingredient is mixing business and personal issues. Right off the bat, this flies in the face of accepted Public Relations rules. But, the more personal and authentic a blogger can be, the more readers will believe a blog. Why do I say this?
I was honored to have Christine Kent of Ragan’s Media Relations Report cover my story of cancer in this blog. She asked me if there was any upside to executives talking about personal issues in their blog. My response was, “if executives blog honestly and passionately about something personal, there’s no need to figure out if there’s a corporate upside or downside.” The question is not about upside; it should be about authenticity.
People are sick and tired of all the media relations filters. One principle problem with our US Presidential Campaign Death March is everything is filtered down to pablum. No surprise: the one moment Hillary Clinton got emotional in public, the media treated her more positively for her authenticity.
The majority of advice on writing good blogs is keep it short, be punchy, be pithy, be controversial, and the like. While most of this is reasonable advice, speaking from the heart trumps most of this. My longest blogs are my most well read. Another popular piece of advice is have a clear theme or subject for your blogs. Again, I stumbled on mixing business and personal issues at the risk of being scattered, yet today a woman who is a volunteer for Livestrong told me in an email, “I love that it’s corporate and personal at the same time: it’s you. In my work… I have proposed launching blogs with the same natural style. Now I have a good example to show my Board of Directors.” Lesson: Do not obey all the rules. Make your own.
But why mix business and personal issues? Well, it’s not for everyone as I warned at the start. I told Christine Kent it’s Steve Jobs’ business if he wishes to talk about his personal life. Also, the rules are different for public companies.
If you can mix the two, you open the opportunity of showing more passion, more heart, more transparency, and then all that Often Boring Business stuff just might have a chance of being a little more interesting.