Ketchum Drinks the Blog Kool Aid

Ketchum, one of the largest PR agencies in the world, today launched Ketchum Personalized Media. The service advises organizations on how, why and when to integrate blogs, podcasts, RSS, search marketing and mobile marketing into their overall communications strategy.

This is very similar to what we're doing with our Micro Persuasion practice at CooperKatz, yet it's broader. What's interesting is that they are staffing the service with a team of personal media specialists, rather than training their regular account teams on how to use these tools. This is what we're doing. The best blog programs will be driven not by specialists but by PR generalists who think PR, but have knowledge of the blog world. In ten years this will be as silly as having a special group set up to write press releases.