PR Blogging: What is it, is it effective, and how can I get in on that?!

I recently evaluated the information contained in several different online PR blog posts and found a number of similarities as well as differences.
Hang on. I just realized that I'm writing in my coffee blog with no coffee.....
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To anyone who is reading this..I feel much better now. Blogging and no delicious, rich, caffeinated beverage is like Christmas morning with no bedroom slippers.
Anyway, as I was saying, there were three blogs in particular that had a significance that I feel like discussing. With myself. Because that is, essentially what blogs are, right? (Clearly it is evident that I am new to this. )
Basically, I wish to talk about the unique perspective that each of these websites bring to the world of strategic online posting.
So. Let's talk about Blog #1.
http://sethgodin.typepad.com/ is a very informal, largely simplistic, rant-type blog concerning personal views (which is common) and interesting facts about life as Seth Godin sees it. Now I'm not sure who Seth Godin is. I should probably know. But I was primarily turned off to this blog initially because of the format. The stark white background made me feel like I was reading an advertisement and I found the layout to be uncomfortably plain in general. The blank space on top of the most recent post is screaming "Put something here" and there is no description that deals with the content of his posts. The reader does not know what to expect.
That being said, I think that Seth did a great job with the artwork and labeling himself as an author on the sides of the page. I was inclined to click on all the various links that he posted. In terms of what he actually wrote, however, I found no real relevance or significance. Most of it was like a journal entry. It it was meant to be read by others, it certainly wasn't meant to be analyzed any further than the simplistic, bare minimum undertone of sarcasm that he projects in his posts.

Now, in contrast to Blog #1, Blog #2, http://www.davidwmullen.com/, set the tone of his company's blog with a snazzy layout, lots of graphics to keep the reader entertained, and a varying but complementary font template to catch the reader's eye. The headline clearly reads: David Mullen on PR, Integrated Communications and Social Media, which I thought was great. Not only did I enjoy the headline, but he integrated his company's logo into the headline and then posted his own underneath. That makes me want to have my own logo...hmmm.
Mullen's approach to PR blogging is definitely not personal but professional. He caught my interest my posting about job opportunities: what PR professional doesn't stop and at least graze over a line about a new job?
All in all, I enjoyed the professionalism of his posts, and thought that the information was valuable for a PR person individually and as a person working for an organization.

This brings me to Blog #3:http://bloombergmarketing.blogs.com/bloomberg_marketing/. Or, The Diva Marketing Blog. I was immediately drawn to the unique use of colors, the martini glass logo, and, of course, the name of the blog site! This blog was my cup of tea. I mean coffee. Toby Bloomberg, the author of this blog, is a seasoned PR professional, with awards and recognitions up the "wazoo." But her approach to writing is captivating and possesses a sense of fun and flirtatiousness that lacked in the other two blogs.
This could be for a number of reasons, but I suspect that it's mainly because:
1)Toby is stressing the PR market for women because she is one. Not as easy to do for males. Nor is it as fun.
2)Her approach integrates a diva-style approach to marketing, and I suspect she has spent a lot of time developing this position and has found that it worked. I really love this approach. I am inspired to create my stance on marketing utilizing her format. 

But what is it, really, that I love so much? Is it her savvy content about the Friday Fun Bathroom Blogfest?
Is it her seemingly numerous links on the right side of the page, or do I just feel a sense of wittiness and female aggression emanating from her lipstick and compact graphics? I think that a culmination of these factors make for a truly great blog, and what I like so much is that I am not only interested in what she had to say because of the way she presents it, but I like the way she appealed well to a particular PR audience. This equals a higher level of absorbancy for those of us who, well, wear lipstick and drink martinis.

So there you have it. A brief analysis of three blogs that I found to be of particular interest/disinterest within the PR world. What, then, can we ultimately take from reading other's blogs and noting the surrounding elements?
In PR, it's all about the packaging. 

In love and seasonal peppermint mocha creamer,
Alyssa