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
