Trevor Cook has penned an interesting article for Australia’s Walkley magazine on PR and blogging which looks at the impact of blogs.
“In my view, the real long-term usefulness of blogs for public relations is as a way of getting information into the public arena without having to go through the media gateway. The trade-off, of course, is that information distributed in this way doesn�t come with the third-party validation of an independent media. Bloggers will have to replace this validation over time by building their own reputations for credibility and fairness.”
Murphy's Law 