Another Company Goes Blog Only

    March 23, 2006

Bob Cagill sees a trend. First, Union Square Ventures shed its Web site entirely in favor of going all blog.

Then, shocker of all shockers, an ad agency followed suit. Hill Holliday has done the same. I actually think this is the beginning of a trend.

There are some companies where the people are the sole assets (I am going to argue people the greatest asset in any company). Consulting firms, ad agencies, PR firms, law firms and even VCs are selling their people. The best way to showcase them is to have them get out there and be part of a conversation. Blogs do a killer job.

Does this mean that the trusty corporate Web site is going a way? Nuh uh. But I do think that companies that are essentially selling their people will ultimately be forced to go all blog because one of their competitors will.

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Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.