http://fireline.seattle.gov/ is a great example of how I believe government organizations and businesses alike will soon be using blogs. Full disclosure, my daughter Dana Vander Houwen is a public information officer for the SFD and was involved in producing this, with no help or advice from Dad. It happens to be a perfect example of using a blog to provide information on a quick and frequent basis to interest groups within your audience.
The term “Citizen Journalism” was coined to describe those who took it upon themselves to write and post photos about topics of interest – and it’s growing as fast as the mainstream media is shrinking. There are strong reasons for businesses to use “citizen journalism” to reach key audiences while using print and video, as long as they follow the rules of the game and “engage” their audiences instead of trying to sell to them.