"According to one study, 15% of Fortune 500 companies maintain an external corporate blog. That number will likely grow rather than shrink. PR professionals need to realize a blog by itself is not a strategy. However, A blog that work in conjunction with other avenues can effective."
Editorial page 24
"Blogging alone does not make up a communication strategy"
By Erica lacono
PRWeek August 2009
I chose this conclusion part of an editorial on PRWeek magazine. It was my first time reading it and I really enjoyed its fresh topics. This article is basically saying that using an active blog can engage various stakeholders; however, failing at having two-way communication is not effective. For example, it shows an example of Twitter using its blog exclusively to explain its latest security breach, mentioning media to a blog posting when they had questions. Author thinks that an important issue regarding to security deserves more attention than a simple post. Although there is nothing wrong with company using a blog for as a communication tool; however, you have to reflect public opinion (such as media) on your posting and cease to be the two-way communication. Indeed, the very last sentence of the article well expresses that a blog can be used as business strategy only when it links to its stakeholders.
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