Corporate blogging is a new form of marketing communication. A well-received blog accomplishes which of the following?

• A. It eliminates the need for other channels
• B. It replaces press releases
• C. It generates direct sales immediately
• D. It creates positive word-of-mouth

Answer: (D)

A well-crafted corporate blog builds trust and engagement by delivering valuable, authentic content in a human voice. When readers find the posts helpful or insightful, they’re more likely to share them, talk about them with others, and spread a positive impression about the company—creating positive word-of-mouth. Blogs are a complementary channel, not a replacement for other communications like press releases, and they don’t typically produce immediate direct sales; their strength lies in shaping perception and encouraging referrals over time.