Where Blogs Fit in the Communications Mix

Until blogs came along, communicating about a product or service generally meant creating press releases, marketing collateral and updating web sites. These are effective but highly process-oriented tools with broad implications. A press release represents an official company statement, and gives a sense of permanence and formality. Updating marketing materials and web sites means long approval-process cycles. The result is that there really is no constant dialogue with targeted audiences because the materials simply don't allow it. In addition, it can be expensive to distribute the information (for example, through direct mail, online advertising, or press wire services) and it's very difficult to ensure that the audience will pass on the information. Click here to read more.