A four-step pitch to pitching a new blog

Communicator Susan Cellura persuaded Chevron executives to authorize a blog as part of this year’s strategic communications plan. After a February launch, business leaders have taken turns blogging for an audience of employees worldwide. Here’s how Cellura made the case to the higher-ups—ed.

Deciding to start small, I researched how to incorporate a blog into the strategy. I had done this at a previous job but incorporated it as a communications piece. This time, I took a hard look at the business case and ensured that the blog would help the business achieve its goals. This time, the leaders would take turns blogging.

My business case for the blog included these factors:

1. Employees want two-way communications: Findings from an employee survey proved that they wanted two-way communications. Town halls and other forums are used, but they aren’t always successful because people, for various reasons, are not always keen on asking questions in public venues.

2, Employees are spread out across the globe: As with many corporations, employees work in different countries and time zones. A blog encourages interaction and discussion without waiting for a formal opportunity.