Blog Relations and cannabilism...

Good business practice teaches us that if you don't cannibalize your own products, someone else will do it for you. It may be hard, it may be unpleasant but it will do you good in the long term.

The same adage can be added to the world of marketing services. If PR professionals don't step up to the plate on understanding how the new online tools can (and just as importantly can't) help your organization or client, then there's a host of other marketing folks only too delighted to pick up the slack.

There's a whole range of candidates for consideration here. Think about websites, search engine optimization and of course weblogs. All these tools are involved in communication, yet how many PR professionals drive these disciplines in their organizations? Very few I'd wager."

Artículo completo en PR Opinions