Forward this link to your public relations team, it provides some practical ways to us web logs to gain media coverage for your business. In summary:
Web logs provide low cost publishing without technical expertise. "Radio Userland", a popular blogger costs just $39.95 and can be setup in 10 minutes or less. Most web log software can publish to existing web servers.
Web logs encourage interaction between publisher and reader. In a corporate environment this means documented discussions about topics relevant to projects, the sharing of thoughts or ideas.
Media is encouraging CEO's to use web logs for news items. Most importantly RSS syndication would give reporters more control over the pitches they receive, but this open certain legal challenges for publicly traded companies.
Besides the exposure, web logs make it interact directly with customers. The basis of blogging is the sharing of information, each tool has a means to comment (and provide commentary) on anything published. Sharing of thoughts is foremost.
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