When a company is considering establishment of a blog, ask these questions:
Is the voice authentic?
Is the blogger transparent? Believable?
Companies should first consider internal experts. If you have a comprehensive public relations campaign, you likely have a series of press releases and by-lined articles. Those items can be reedited as a blog post.
Consider a gardening expert from Breck's or Spring Hill Nurseries. The by-lined articles we crafted in concert with the product experts could easily be refashioned into a product-focused press release and as a blog.
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