The problem with the public relations and claiming super-amazing "firsts" is that they are invariably untrue. Or just puff to get journalists to write a story.
Step forward EasyJet, which today launched the "UK's first airline blog" in the shape of Blog.EasyJet.com.
The European low cost airline says it has created a "social media hub" so it can have a platform to show off its services, "brand personality and mingle with the blogosphere".
The company behind EasyJet's move is OMD UK, a well known London-based media planning and buying agency which - like many others - has moved into the social realm in recent years.
"Neither OMD UK nor easyJet are aware of any other UK airline that has a blog, and believes this to be a groundbreaking step change in how social media users engage with airlines online."
Now a quick bit of research (about 2 minutes) will show that two of EasyJet's fellow airlines in the UK have blogs as well.
Surely some mistake?
The British Airways blog (it's tagline in Google: "Catch our latest travel news in the British Airways Travel News blog") has been around since June 2009.
Meanwhile, Virgin Atlantic has an entire site dedicated to the blogging religion in the form of VTravelled, where staff also write about various destinations, products, etc, etc.
Admittedly the EasyJet effort has more of a modern blogging feel about it, with social elements included (share buttons) and is clearly better on the eye than BA's.
But whether it will do something different from the reams of other travel company blogs remains to be seen. Good luck!
NB: Travel Rants has just published a scathing article on the state of corporate travel blogging.