Will Blogs Make The Press Release Redundant?

Interesting post at Search Engine Journal on how blogs are becoming the tool of choice in manipulating PR exposure.

E.g: "Yahoo has taken a more intimate approach to announcing new product offerings from Yahoo Mail, Yahoo Search and Y Search Marketing on the Yahoo Search Blog" The beauty of this blog in particular is that it allows interaction between reader and publisher, something that is becoming increasingly restricted on some of the bigger blogs.

Others who have joined the bandwagon are Ask Jeeves Blog and MSN Search’s WebLog often using the blog as an alternative to a standard press release.

Personally I am finding the utilistaion of blogs in PR, marketing and advertising fascinating. Developments seem to be occurring at break neck speed and I'm holding on for the ride!!