Firms aiming to improve their online PR might benefit from setting up a blog, it has been suggested.

In an Econsultancy entry, Matt Owen noted that this form of content should "help to humanise " organisations and show prospective clients why they may want to do business with a company.

He urged those writing blogs to try and have fun with the content and noted that not every post needs to be about business.

"It adds a face to your company, it shows that you’re human and like to kick back at the end of the week occasionally," Mr Owen explained.

Businesses hoping to get plenty of hits on their blogs should consider writing "how to" articles and "step-by-step guides", he added.

This comes after Jo Causon, chief executive of the Institute of Customer Service suggested that potential customers might be more inclined to trust the opinions of other individuals on social media sites over claims made in advertisements.

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