I like this thought from Brandon Wirtz (who thinks i'm not brain dead :):):) for an elevator pitch for corporate blogging :

"Blogging to the outside is about building relationships. You don't have to turn every reader in to a dyed in the wool customer, but you turn them in to some one who is willing to consider your company when they go to spend their hard earned money. You build loyalty, and you show that you do care about the feedback you get. Blogging is like sitting on your front porch and waving to your neighbors as they walk by. You don't have to have a great dialog with each of them, but they will remember who you are and think of you when they need something, or be there to help out when they can.

Blogging to the inside is about building relationships, but it is also about perpetuating dialog. A blog lets you put your idea out for everyone to see. It is like the ultimate suggestion box. And because blogging happens on neutral ground no one has to take offense to contradictary ideas. You can say this is what I feel we need to be doing, and if some one else says, this is what we should be doing instead, the discussion can be about the ideas not the people. You don't get that level playing field in a conference room where you worry about rank, or department, or even if you like the other person. Blogs are like coming home after work, sitting down on the front porch and having a beer with your co-workers.

Blogs are just a front porch."

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