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Can a company blog be part of an online PR strategy?

Many companies have created a company blog which a principal or principals of the company contribute content to regularly. This content communicates to whoever is interested in what the company is doing and can do so in a very informal and conversational way. The benefits of providing a company blog are many-fold. The two most pressing are:

• You can use strategic keywords and phrases in your posts that will drive search traffic to your blog. This is traffic that you otherwise couldn't bring into your company site. Then you can direct the traffic to your company site from your blog.
• People will have more trust and faith in a company with faces, personality and a willingness to make fun of itself and these things can be done with posts on a company blog.