* Professor, Indian Institute of Management, Lucknow, U.P.
** Senior Assistant Professor, Lal Bahadur Shastri Institute of Management, Delhi.
*** Director, Jaypee Business School, Noida, U.P.
Online published on 7 December, 2012.
The ability to communicate effectively is ranked as one of the foremost quality for any individual or an organisation to be successful in today's globally competitive world. Technology has brought people closer and has made execution of business operations easier. Organisations are always looking out for ways to reap maximum benefits out of various communication channels. The latest addition to the existing communication channels is a blog, which is actually a contraction of the term ‘Web Log’, that is a website usually maintained by an individual with regular entries of commentary, events, graphics, etc. The focus of this article is to illustrate how a blog can play a strategic role in corporate communication by fulfilling the goal of boosting sales, supporting customer issues, creating a forum for marketing discussion and ultimately creating core competency of the organisation.
Corporate Communication, Employee Blogs, Executive Blogs, Astroturfing
