There is no guide, or overarching process, for how one should go about producing the content that goes on corporate websites…from strategic business planning, public relations or marketing perspectives. This is an almost unbelievable ‘informational gap’ due to the power that has been placed at corporate websites’ discretion due to the mind-bending capabilities of search engine optimisation.

In the rush to become social media experts, and to grab the largest slice of its revenue, responsibility and thought leadership pie, public relations pros are at risk of missing the main digital game: that of providing meaningful, resonant and useful content for corporate websites that is search engine optimised and customised to the needs of organisational stakeholders.

The defining theme of best practice public relations is that organisations which proactively create mutually meaningful and mutually beneficial relationships with their stakeholders are, “…more likely to develop relationships with their publics that make it possible to achieve organisational objectives and develop a positive reputation…”

One of the most interesting, thought provoking and humorous Australian public relations blogs is justanotherpr, the product of the wild, fearless and intelligent Karalee Evans. I say one of the best Australian PR blogs, but really it’s one of my fave blogs on a global level.

Strategically, social media offers immense utility for public relations professionals when it comes to crisis management but, conversely, it also opens up organisations to immense risk.

Fires and flu: what a year. Worst of all for those suffering from the cataclysms. But a real challenge for public relations professionals working hard to inform and help the community. This post features insights shared by two of Australia’s preeminent public relations practitioners at Frocomm’s Crisis Communication & Social Media Summit 2009.

Whether through addressing a flu pandemic or the cataclysm that we know all too well in Australia, bushfires, the same principles of crisis management apply for public relations professionals. Some of them include building trust in an organisation, using your employees as ‘advocating communicators’ and putting human safety at the top of the priority pyramid. Remember, as well, “trust is harder to maintain in a social media environment.”

Insightful tips provided by public relations heavyweight experts at the Frocomm Crisis Communication & Social Media Summit 2009 related to specific social media tools that are of utility: ‘dark’ websites, videos, forums and Twitter are discussed.

Public relations’ tactical, hands-on tips for using social media in a crisis.

Here are five excellent public relations and marketing blogs where professionals can learn plenty of interest and value. They tell me things I didn’t know, provide a fresh perspective on a topic or notion and/or explain an idea I am familiar with in a lively, engaging manner.