In its June 10, 2002, issue, PRWeek identified an emerging online trend that marketing and communications professionals needed to take heed of: blogging. The article, “Monitoring the Web – Blogging the great untapped resource,” identified this recent curiosity as a growing opportunity for corporate communications. The piece also offered some basic tips on how companies should approach the blogosphere.
It quoted several experts who counsel that blogs need to be honest and direct. They also need readers to feel engaged ...