Organizational communications play an essential role in effective public relations, which would maintain and enhance an organization’s reputation and brand image.

In order to ensure that the public and the target audience clearly understand and correctly interpret the organization’s message and information offered, especially in the modern world today, where customers are overwhelmed by various forms of information and marketing strategies. Organizational blogs, a media adopted by many companies, have become increasingly popular to facilitate the two-way communication between the organization and public.

Unlike traditional Websites, organizational blogs that allow readers to add comments and include hyperlinks, create an opportunity for fully two-way communications between organizations and their publics. Moreover, with the valuable and necessary feedbacks and reviews from the target audience, the organization would understand its potential customers better.

Microsoft actively encourages employees to blog at blogs.msdn.com. They communicate with a sense of humor, admit mistakes when they are pointed out, and provide links to competitors. Microsoft was the single largest host of corporate blogs in 2004 according to data collected by Sifry, who said that ”there is still a tremendous opportunity for forward-thinking companies and management to have a significant positive impact on their public perception’’ by way of hosting blogs.

Organizational blogs are the intersection of personal reflection and professional communication. Moreover, such blogs have evolved from both online and offline modes of communication and have characteristics of both personal and professional communication.

In adapting to the demands of the new market, the large online communities. The shift in approach from markets as targets to markets as conversations, such as being open to dialogue, welcoming conversational communication, and providing prompt feedback, will build a strong and collaborative relationship with publics, and customers will be more likely to remain loyalty towards the company.

With effective two-way communications, the needs of the target audience can be better understood. A more specific and direct targeted public relation activity can then be designed to meet and exceed the expectations of the public and achieve organizational success in today’s dynamic global marketplace.

Reference:

1. The first picture: https://blogs.msdn.microsoft.com, Microsoft blog website
2. The second picture: https://blogs.msdn.microsoft.com. Microsoft blog website
3. http://www.referenceforbusiness.com/management/Ob-Or/Organizational-Behavior.html, Organizational Behavior, Reference for business
4.  https://www.coursehero.com/file/8699175/Organizational-Blogs-and-the-Human-Voice/  Organizational blogs and the human voice, relational strategies and relational outcomes
5. http://www.instituteforpr.org/employee-organizational-communications/ Employee / Organizational Communications; The SCIENCE Beneath the ART of PUBLIC RELATIONS