Blogging: The Best PR Tool yet?

I have been reading CorporatePR's blogs and have been able to see how blogging can be used as a PR resource on many levels. Public relations has a lot to do with creating and promoting "brands," all the while staying closely connected to media members, peers, etc. Blogging can be used to update others on the state of business, as well as promoting clients. Blogging is viewed as (and most likely is in actuality) a credible and reliable source of information. Public relations professionals should make use of this mentality to create positive brand awareness for their clients.