Angelo Fernando remembers that as a contributing editor to a business magazine in Sri Lanka, "I once created a Web site to post story kernels and backgrounders. A Blog now lets me do this more efficiently, and to fire off a hyperlink or two to someone who wants more references on a topic. It also allows valuable feedback, sometimes providing new angles for new topics.

"But I maintain a blog not to be a placeholder or for feedback. Blogs are well suited to adjust to the changing angles, facts and nuances of a story."

Fernando thinks blogging is important to PR because bloggers abhor hype. "I think it is important because it brings communication back to its roots; a return to what’s authentic and personal."