To Blog or Not to Blog
In the end it is about reaching your target audience, and reaching out to that audience, wherever they may be. For too long, the mainstream media has been seen as the target, when the real target is those whom read, listen or watch that media.
Blogs are just another tool in the corporate communicators’ tool kit. A carpenter knows when to use a hawk and when to use a handsaw, so we should know when to blog and when not to.