Why Corporate Blogs Are Boring (and How to Fix Them)

Publish.com has an article titled Why Corporate Blogs Are Boring (and How to Fix Them) where Shel Israel, co-author with Robert Scoble of 'Naked Conversations' (to be published in January) is interviewed.

Many interesting things in there including:

I would say that (our book) is the first to focus on the how and why of why business people should blog(...)

PR practitioners are in a change or die situation. Many of them—like Neville Hobson, Richard Edelman and Steve Rubel—are poster children for a new PR where the practice is to facilitate rather than keep secure the gate. Many others remain clueless, and I see a future for them in the restaurant service industry.

And above all:

Our book actually ends by saying that blogs are just a tool...

I don't know about the promo part. I'm really not sure about all of the examples of PR practionners. But I'm absolutely certain that last quote is right on the money.