1) Blogs are an established technology, having been around for years and used by everyone from the biggest companies in the world to mom-and-pop shops.
2) Blogs work with the other technology you have. They’re not trying to replace email, or the rest of your website, they’re just giving your company a new channel to communicate in.
3) A blog can be used anywhere that tools like email and IM are: Inside or outside the company, in one location or around the world.
4) There’s no set rules about how to have a blog. You can start small, with a lot of control over content and community, and expand over time – don’t jump in with both feet if you’re not ready.
I would add that many bloggers actually want to do good rather than cause harm. Regardless, blogs are here to stay so I do agree with Anil that lots of people are starting to wake up to this reality.
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.