The sale of a business is something that is usually done in private, with communications typically beginning when the transaction is ready to be announced.

With the advent and advances of Web 2.0, however, there's ample room to experiment with new approaches. Ryan Carson, Director of Carson Systems, is doing just that. Ryan's company is in the midst of selling DropSend, a Web application that allows individuals and businesses to send large files via e-mail. To communicate that fact, Ryan decided to cover the sale via blog, posting on everything from the sale announcement to financial/operating metrics and negotiations.

Blogging has become a major force in the media world. However, in the corporate arena it continues to be viewed with caution.

Despite the power of blogs to let companies conduct an interactive conversation with customers, investors and other important audiences, many organizations have held back.

In Episode 11 -- To Blog? our guest, John Elsasser, Editor in Chief of The Public Relations Strategist, talks with us about why some companies are reticent to blog and how they should think about entering the blogosphere. Our discussion builds upon the reporting behind the quarterly's Summer 2006 issue: BLOGS The Evolution Continues: Should You Join the Conversation?

Enjoy the podcast!