ABSTRACT
The ability to publish online easily is a phenomenon that is completely changing how companies communicate with their customers. Mass media gave companies easy access to customers through advertising and effective public relations campaigns. Now that consumers can so easily publish their own content, there are some new opportunities in how a company’s message can be delivered to audiences. There are also some new threats if a company does not get involved with this new medium, such as a company not being able to handle a communications crisis in the new medium because they do not have experience with how blogging operates. There are also potential risks from getting involved through blogging directly, especially if the process is not planned and managed well. But if a company commits enough resources and develops a good strategy, the company should be able to turn any threats into successful encounters and avoid risks by being involved in blogging.
