Our industry has always been about two-way communication, through email, phone calls etc, and the emergence of Blogs takes this two way communication to a new level. Blogs are now being used to connect a brand with its stakeholders and target audience, build levels of trust, and foster and strengthen relationships. PR as an industry is continuously evolving and we must accommodate blogging as a valuable tool. When a new story is broken somewhere in the world it is often a blogger who has released it, and their challenge to traditional media has made the industry sit up, take note, join in or risk losing out. More and more people are relying on opinions and advice freely given by other bloggers on areas as diverse as movie reviews, which bands are the ones to watch and how you can set up your own company. As Philip Young, a PR lecturer from the University of Sunderland said; ‘a good blog encourages dialogue, and it thrives on personal insist'. Journalists are now joining this venture and blogging on their publication's website, or creating personal blogs that can often prove to be very insightful. More importantly these blogs can be highly significant in swaying opinions, and the amount of these influential blogs written by the press are growing in number. A simple Blog can be an effective means of connecting with an audience. They enhance and extended exposure and give brands a voice and dialogue. However it is vital that any blog is meaningful and genuine - the whole point of a blog is that it represents a true voice of the company or individual, not a diluted message that has no personal touch. Blogs must be written with passion: by enthusiasts that know and understand their subject.