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If you haven't read Niall Cook's description of the blog Hill & Knowlton's London office created to address the terrorist situation, it's worth your time.

After determining that email was insufficient, the H&K team began using SMS (cell phone text messaging) and a blog to keep employees updated on
"the situation in the city, office, and on public transport, as well as any contingency plans we need to put in place."

Accessible outside the firewall, but securely, it allows staff to check in whenever there is a security alert to see what the current state of play is. Because it's a blog, it also has an RSS feed that staff can subscribe to (assuming their reader supports authentication). Finally, it's incredibly easy for our emergency response team (including members of our excellent crisis communications group) to post updates to it.

The blog took minutes to create, since it was just a new blog added to H&K's existing suite of blogs. Niall's post includes a screen shot. This is an excellent example of a PR agency practicing what it preaches.

Link: the blog Hill & Knowlton's London office created

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Shel Holtz is principal of Holtz Communication + Technology which focuses on helping organizations apply online communication capabilities to their strategic organizational communications.

As a professional communicator, Shel also writes the blog a shel of my former self.