... diese Tatsache beschreibt Steve Rubel, ein sehr bekannt er PR-Blogger, der, so berichtet Klaus Eck (ebenso bekannter PR-Blogger), einige Firmen via seinen Blog (Micro Persuasion) gewinnen konnte:
No one will ever say, "Okay, we've read the blog; sign us up." They're going to want to meet the people and feel the chemistry. But I do think you're going to see agencies pick this up. The great thing about it is you have transparency into the company. Every PR firm is out there saying, "We're great, choose us." The [potential client] then says, "Prove it." And you say, "Here's the case study. Here's the stack of clips. Here's a reference."

Now they can say, "Here's my blog. Read it and see what we're writing about." Then it's different. You're exposed and companies get instant transparency into what you're doing. And I think companies like that. Hiring a PR agency is a risk anytime you do it because you don't know if you're getting the right team. If the agency has a blog, it takes a little risk out of this because the prospective client will have more insight into the people who are running the account." (Steve Rubel im Interview mit PRWeek)

Diese angesprochenen Aspekte von Steve Rubel ließen sich auch auf andere Bereiche anwenden. Besondern in NPO`s wäre es oft schön zu sehen: Was wird gemacht? Wer steht dahinter? ...
Das Vertrauen das diesbezüglich oft gesucht wird könnte anhand von Blogs hergestellt bzw. schließlich gefunden werden!