Jeremy Pepper, CEO of POP! Public Relations asserts that blogs are simply one component of the marketing communications and PR mix in today's WebProNews article "Blogs in the Communications Mix." We could not agree more.
Soon after this blog was launched, we posted an electronic press release through PRWeb, and saw a spike in traffic the likes of which we have only recently replicated (via solid, high-interest content, one of Jeremy's other keys to success).
No matter how interesting, au courant or "hot" a tool (like blogging) becomes, we must keep it in perspective, recognizing that our intended audience is distributed all across the curve of early, typical and late adopters of new media. We have to reach them through a variety of means if we really intend to connect, the key being ensuring each tool complements the others in our mix. A good example would be a direct mail campaign, led by electronic PR and supported (trailed) by blogs and target pages on the sponsoring company's Website.
Try the new media. Experiments are how we learn. But don't forget the mix.