Blogging as a component of a communications strategy

As more and more PR firms develop blogging "practices" and push blogging programs, I have to wonder: when we're peddling the flavour of the month, are we taking into consideration the other entrees in the meal? Are we pushing adoption of a tool that, while cool to communicators, does not fit well with our client's existing communications strategy?

Are we taking the initiative to pitch them on an integrated communications strategy, including blogs, or just the new tool?

Even more importantly, are we pitching blogs as a cure-all, even though the technology may not be an appropriate channel to reach their customers, suppliers or stakeholders?

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