Leader blog evolves into critical internal communications channel

As the new president at Bridgestone Retail Operations (BSRO), Stu Crum provided the company with the opportunity to introduce a blog via the point-of-sale intranet accessed by employees working in BSRO’s 2,200+ stores: Firestone Complete Auto Care, Tires Plus, Hibdon Tires Plus and Wheel Works. 

“On the Road with Stu” was intended to last for only 45 days, during Crum’s road tour, which he undertook in order to acquaint himself with the organization. 

The blog’s popularity—including engagement via employee comments that many larger organizations would envy—was encouraged by a carefully mounted campaign that included contests, email reminders, and other tactics that proved effective. 

The travel nature of the blog resonated, too—not surprising as it was based on successful travel blogs the BSRO communications team evaluated. Employees appreciated the enthusiasm Crum projected through the blog, making his blog the ideal vehicle for employee recognition. 

A strong positive response validated the approach and inspired Crum to continue blogging after the initial 45-day period ended, introducing the missive to additional internal audiences. Crum’s commitment to posting at least weekly (and often more) has lent momentum to the blog, which has earned a very respectable number of views. 

For demonstrating the power of genuine leadership communicating directly with employees through a blog, we’re proud to award Bridgestone Retail Operations and PadillaCRT the prize for Best Blog in Ragan’s 2014 Employee Communications Awards. Congratulations to communications manager Susan Steeno.