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We need to position blogs correctly, now more than ever, as businesses realize their potential....

Nearly two years ago, I crafted a blog elevator speech-the quick pitch on why blogs matter to public relations. It needs updating to better reflect the evolution within the last 20+ months. Assuming a blog fits into the overall strategy, this speech may be helpfuleither to manage expectations or to persuade opponents.

Blogs' Importance to Public Relations 2.0

• Engage Customers to create a dialogue, gain their insights and spot issues early on.
• Amplify Messages through highly-networked blogs. Search engines, links, aggregators and RSS make your messages contagious.
• Gather and Distribute News. RSS makes it easier to know the news and distribute our own.

Too simple? Well, the above is already twice as long as it should be. Keep in mind the attention span of the elevator speech audience. Time is short and you need to persuade.

We could also use an elevator speech for Wikis and podcasts. Anyone?

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Kevin Dugan is the author of the popular Strategic Public Relations blog. Kevin is Director of Marketing Communications for FRCH Design Worldwide.
Visit Kevin's blog: Strategic Public Relations.