For creative b-to-b marketers, Weblogsespecially when combined with e-newsletters, message forums and XML-based feeds of Weblog contentoffer what Doc Searls, a well-known blogger and former public relations executive, describes as free-range publication relations.
“Weblogs give companies a way to relate to customers and other members of the marketplace in a truly human way that may be more authoritative than anything public relations organs can produce,” Searls said. “They also give companies a living presence on the Web, rather than just a brochure or a replica in pixels of a headquarters lobby.”
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