A book on why corporate blogs are vital to success
Shel Israel says: "Blogging will fundamentally change communications from what it is today to something less controlled and more credible. It has already begun to do so, at a phenomenal rate, and at a time when many industries are dealing with broken business models.
For example, traditional publishing–newspapers, magazines and books are all dealing with issues of reduced profitability. Blogging didn’t break their models–the Internet contributed by fragmenting news distribution and by siphoning off ad revenues."
Many disagree – or think his ‘blog or die’ statement is a bit too radical. I think he is on the right track.
Every marketing/PR professional should be using blogging for a variety of reasons – not the last of which is to communicate more effectively
