There are four key ways to use blogs as part of your PR efforts. Firstly, you can easily monitor what people are saying about your business, your leaders, your market and your products. Secondly, it's important to participate in those conversations by commenting on other people's blogs. Thirdly, work with bloggers who write about your industry, company or products. Then begin to shape those conversations by creating and writing your own blog.

By monitoring what people are saying about your market and your industry, you have insight into their thinking and motivations. This can help you craft and hone your marketing message to promote your products and services. By reading relevant blogs, you'll get a sense of the importance of bloggers and blog etiquette. Start by commenting on other blog posts, giving you some presence and the opportunity to share your point of view. Many organizations cultivate powerful relationships with the bloggers that write about their industry. You may not even have to commit to creating your own blog if you are able to monitor the most important and relevant blogs that impact your target market.