What are some guidelines for MPR professionals who use blogs and podcasts to establish a firm's expertise?

What will be an ideal response?

MPR professionals should stay on message; publish at regular intervals (some are published several
times a day, while others are published as little as once a week); link to other blogs that share the audience and subject matter; and submit blog posts to news aggregators like Digg, Fark, and Boing Boing. Once the blog or podcast begins to get some traction with an audience, be sure to mention it in all of your pitches. In addition, be sure to give it a presence in other areas of the marketing mix, such as linking to it from the firm's Web site, mentioning it on sales literature, and ensuring that salespeople tell customers and prospects about it. You can even replace the music that callers listen to while they are on hold with a mention of your blog or snippets from an audio podcast.