Here's another tip inspired by that integrated PR/blogging campaign I've been planning this week.

It's not good enough to simply add blogging (or any other program element) to a campaign, on the theory that all the various elements have been approved because they all tackle the same issue — albeit in different ways.

Instead, each program element should add to the other to maximise campaign outcomes. For example, are your media spokespeople able to reference their blogs in a way that is credible and quotable? One of the keys to drawing it all together is thoroughly timelining the program, mapping these interactions.