Is blogging a PR tool?

Just how cheap is it to blog effectively for PR?

I accept that this 'new' social media is extremely low cost *cheap* in the sense that the tools used, for example the 'blogging platforms' such as this (Typepad) offer free trials and may only cost something like $4 monthly after that time period.

However, if a company was serious about using this form of communcation, then the time invested in researching the possibilities is very time consuming, and in a profession where time=money, it could be quite a considerable cost to set up.

I believe it is absolutely essential to carry out the necessary research, who's talking about what and where?  Who is reading what they say? Do they agree? What are they're thought processes?  How would they respond to what you have to say/offer?......the list goes on.

YOU CANNOT JUST SIMPLY SET UP A BLOG AND EXPECT IT TO 'JUST WORK'

It is there as an extra tool to be used in the strategic planning and executing of a, hopefully effective campaign.  Therefore, all the leg work that is put into all the other channels of communication of who to target...why, when, etc must all be taken into account for blogging too.

Focus on what needs to be achieved and stick to those goals.

So where's the time to do this?  Maybe you need to employ a specialist team?

Hey, I'll do it! 

But it definitely needs to be done.

My 'Delivering The New PR' experience

Firstly I'd like to say a huge thank you to Andy & Nicky @ Don't Panic Projects for giving
me the pportunity to get involved in the event.  I had such a superb time!  It was great
to see you again so shortly after our first introductions at Leeds Met.  I had great fun
working with Kyla, I hope she has an amazing time travelling, send lot's
of postcards!

For me as a PR student, looking into social media for my dissertation topic, this
really got me buzzing!  It would seem, the more I look in to this subject the more
there is to know, it is constantly changing, and yes, my head feels as though it is
going to explode, but I believe this is why I find the subject so gripping! 

It was inspiring to meet all the speakers, Phillip Young, Tom Murphy, Neville Hobson,
Chris Rushton and Stuart Bruce, maybe one day it'll be me up on that stage!? 

I hope the day got everyone thinking about social media and made them buzz as much
as me.  I find it absolutely mind boggling that consultancies go through all lengths to
monitor press cuttings, yet when asked only one or two said that they include monitoring
the web for coverage/mentions.  Come on guys! Isn't that a huge target audience your
missing?  Everyone I know has the internet!

PR is evolving, this new social media is the tool in which PR is evolving through, just
where is it going to go? the possibilities are endless!  We've been introduced to the tool,
now lets use our creative thinking to see how we can get the most out of it!

Meeting David Phillips was an unexpected perk to the day, I have spoken to him through
email so it was great to put a face to a name.  The 'after hours' drinking at the end was
my chance to kid-nap him! David, thank you for all your guidance that evening, although
I'm still trying to make head and tail of the notes I wrote!

Right then, I need to get on... uni calls... maybe soon we'll just be blogging for lectures? 

Thanks again to Andrew Wake for all the beautiful pictures.