The classic scene from Blazing Saddles finds Governor William J. LePetomaine briskly signing papers and shouting "Work, Work, Work" as he stares down the cleavage of his assistant. What does this have to do with PR and blogs? Many practitioners are so hellbent on promoting blogging as an endall solution for corporate America, they may as well be saying "Blog, Blog, Blog, Hello Boys," and then pausing to sneak a peak. There is no strategy behind the tactic.
Sure blogging allows us to create a feedback loop, and sure its an effective tool for communication. But to say to a small company or large megacorp that they must blog in order to promote or present themselves, fails to see past the cleavage. Businesses succeed when they understand their strengths and then build a plan to communicate those strengths to shareholders, employees and customers. The plan leads the charge and develops the strategy. The tools - blogging, press releases, marketing - allow a company to share its communication strategy with its constituents.
Some very large companies continue to miss the point on blogging and so far have not embraced it as a tactic. But that doesn't mean they are not communicating. It may just mean they can see a little farther down the road.
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