From Marketingprofs.com, an article on weblogs and why they are having a profound impact:

Two important characteristics of blogs are that they are written by a person who is knowledgeable and passionate about the topic, and they are written in a "real voice." This is a cosmic shift from the marketing and public relations materials that are the staple of business communications.

Often, when information goes through a formal marketing or PR process, the end result is an attractive, expensive, stale, diluted document written in corporatespeak. This result is generally due not to any incompetence or malevolence on the part of corporate communicators but to the processes that have evolved to accommodate the costs and standards of print technology. As a result, the edge, the authenticity, and the voice of the professional speaking to his fellow professionals are lost.

Blogs offer the human voice, which can be loud, controversial, and even wacky. But the realness of the blog inspires trust and piques people%u2019s curiosity. A blog can create a community and a dynamic discussion.