The Corporate Weblog has quietly emerged as an effective communications platform for business to tell unique and compelling stories to the market.
For decades, only journalists held the power to make or break a story. But today the Web is like a huge online city teaming with individuals and organizations of all kinds. Corporate blogs written by employees are the sounds of independent voices just like the sports fan on the barstool or that friend of yours who knows everything about stereo equipment. Corporate blogs and business bloggers are now important and valuable alternative sources of information, not unlike your next-door neighbor or the helpful salesperson at your favorite shop. Bloggers' voices are important.
Corporate blogs are often misunderstood by journalists as well as public relations and marketing professionals because the business bloggers' goal of promoting a single point of view is dramatically different than the journalist’s goal of providing a balanced perspective. But once a viewpoint enters into the sprawling marketplace of ideas and is indexed by search engines and delivered via RSS feeds to millions of individuals worldwide, those thoughts and ideas demand attention.