So you want to blog. Now what?

Any time that a five-paragraph post draws 127 responses and 125 tweets, it's probably safe to say that it touched a nerve--especially when the comments are overwhelmingly positive.

"When people talk about the 'Death of Public Relations,' it doesn’t bother me at all," Todd Defren wrote on PR-Squared. "I know what they are talking about. They are talking about the death of MEDIA RELATIONS."

He's right, of course, as are many others who have expressed similar sentiment. Yet a fundamental question often goes unanswered, if addressed at all: What will take its place? While journalism pundits engage in their habitual hand-wringing, corporations are already becoming their own news outlets.

In the absence of any universal standards, even poorly constructed company site might easily be confused with an independent media organization if stripped of its logos. PC.com, for example, is an Intel-run destination that probably could pass for a tech news outlet to the novice consumer. And in spite of its virtually impenetrable navigation, Microsoft's various sub-sites still have loads of content that consumers and developers seek out on a daily or even hourly basis.

Which raises an issue that typically sends mainstream journalists into apoplectic fits: As long as information is deemed credible and useful, people really don't care where they find it or who wrote it. That point, in its logical continuum, makes the case for companies and individuals to create their own content sites and use the Twitters of the world as their virtual counterparts to newspaper delivery trucks.

But as Valeria Maltoni cautions in Social Media Today, be careful what you wish for. Although I firmly believe that blogging can be a competitive game-changer for many businesses, it's got to be done right or shouldn't be done at all.

There are many specific tips we can list for a successful blog, but it really comes down to timeliness and relevance, with a dash of entertainment--just like the news business, in any form of media. Why? Because you want to show potential customers and clients how smart you are. Simple as that.

Lest you think blogging is just another entry on your to-do list, however, consider the following:

• You need to write constantly, preferably posting every day. One thing that hasn't changed since Web 1.0 is that you get only one chance: If someone comes to your site for the first time and thinks it's stale, you've lost that person forever. And if you don't show you're current on industry trends, what does that say about your business?
• You must stay on top of what else is being said out there, and that means poring through as many substantive sources as you can find. Only then can you write as an authority. (When I created CNET's gadget blog Crave in 2006, I scanned more than 100 blogs and sites every day in writing more than 3,000 posts in 18 months.)
• You are but one of a zillion voices, so you've got to be engaging. Don't be afraid to show some personality, especially if you feel strongly about your convictions. There's a reason that a frightening number of people count Jon Stewart as their primary source of news. At the same time, don't be an indulgent writer and waste people's time by taking too long to get to the point.

Now, what's the best way to do all this? Again, think of it like a news operation. In addition to doing your research by reading as much as you can find, talk to others at your company. Schedule weekly or semi-weekly meetings to brainstorm for topics to address. You'll find that these will have a valuable byproduct of generating enthusiasm.

Then come up with a list of "story ideas," which will also help start the writing process. Just pretend you're a cub reporter who needs to pitch assignments to a grizzled old city editor. You don't even need to worry about getting thrown out a window like the old days.