There are two sides to the blog conundrum for today’s PR professional.
First of all there’s a whole new market of influencers whom, as we’ve said here many times, it makes sense for PR professionals to include in any outreach program.
Secondly blogs provide organizations with a cheap yet effective means of establishing dialogue with their audience. Sharing from the fountain of the Cluetrain, organizations can show the human side of their firm through the blog medium – as well as helping to promote their expertise etc.
The Boston Herald has a story on this very subject using Novidian‘s corporate weblog as an example.
Murphy's Law 