WebProNews

Electronic Business looks at the potential uses of blogs in business - both for knowledge management and PR.

"Forget about all the hype you've heard about blogs (a.k.a. Web logs) as the latest outlet for personal journalism. It turns out they also have a remarkable ability to aid communication in business, whether within internal workgroups or among external chains of suppliers and partners. For an industry such as electronics-where relationships are far-flung and time-to-market pressures require fast communications-blogs can bring a new agility to the workforce."

"...Besides having potential as knowledge management tools, blogs are used in several companies for external communications. Among the companies are Sun Microsystems, whose CEO Jonathan Schwartz famously blogs, along with more than a dozen other Sun employees and Microsoft, whose highly accessible technical evangelist Robert Scoble "has done more to humanize Microsoft than any marketing program yet conceived," says Phil Gomes (a PR professional in the electronics industry who lectures frequently on the benefits of blogs)"

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.