Politics, sex and religion are two subjects we circumvent here as if they were blog doo on the sidewalk. But every now and then stepping in it is unavoidable.

The Mormon church has ended its ten-year-long contract with Edelman, the world's largest independent public relations firm. Why?

From this item by Andrew Glass in The Politico it isn't clear why. But it is very interesting reading. Is the church raising its PR visibility now, and looking for a new PR firm, to protect a member who is running for President, or to exploit the candidacy for the organization's benefit? Do Mormons have a PR problem or do they have real problems they hope PR can mitigate… or shall we say, Mittigate?

Meanwhile, I know that religious organizations hire PR firms all the time. But something about it makes me cross and I'm in the PR business. If, for example, PRayer isn't working, is PR going to help? If you really want to know how silly or sane that last question is, read the comments left by readers at the end of Andrew Glass' story and let me know what you think.

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There are many senior executives and various other ‘authorities’ out there that will defend to exhaustion their view that blogging has peaked and that the use of blogs as a corporate tool will steadily begin to decline in the near future.

For me, listening to this ignorance is like watching a train wreck in slow motion – I wish I could do more to help these misplaced non-believers before they hurt themselves or their organizations. For some reason, they just don't 'get it.'

Blogging is not dead. Just because the growth rate of the number of new blogs being created has slowed – yet still number in thousands per hour – it doesn’t signify the casualty of this highly effective communications tool. Rather, it shows how technology continues to progress. There are just other online mediums that are coming into their prime: podcasting and vidcasting just to name a few. Radio, television and cinema have yet to kill books – the written word has something unique that we all seem to feel cannot be replaced. With platforms like Wordpress, which were created inherently to evolve and be open to change, blogging will keep up and integrate with emerging technology.

The tubecast below is from cymfony, a market influence analytics company, which makes some fine points regarding why blogs are the future of corporate communications.

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