First rule of PR is to never claim a "first" unless you are 100% sure it's true or it won't raise a snigger here or there.
So, welcome, Turkish Airlines - which is pushing hard this week on what it calls the "world first travel blog", a substantial effort by the carrier to create content penned by employees.
In what seems like a replica of what countless other travel companies did back in 2009 when content and SEO was vital in a brand's strategy to raise its visibility in search engines, Widen Your World is a "crowd-sourced blog" where staff share various tips and other bits and pieces about destinations or things to do.
Sound familiar?
Perhaps what positions the blog as something new in 2014, rather than from the dusty archives from a different age, is the layout and navigation which borrows heavily from image-heavy Pinterest-style platforms elsewhere.
The airline says its staff are "best placed to share their comprehensive travel knowledge with passengers", as it looks to capitalise on its already growing network and profile as a challenger to the likes of the Middle Eastern carriers.
Social media is clearly one area where it thinks it can tell a different story, having deliberately created viral-friendly videos for YouTube.
But the creation of a content-heavy platform such as Widen Your World contains many inherent risks, not least that its impact is often relatively small for the amount of effort put in.
Virgin Atlantic famously created its VTravelled social platform to encourage passengers to contribute and share tips - a strategy which eventually saw most of the content written by staff.
Arch rival British Airways also had a go with its similar MetroTwin project, but the service was quietly closed down after three yearas due to a lack of interest and the fact that most passengers were interacting with the brand socially on its Facebook page.
The world of travel content has moved on considerably since these early forays, not least because any of real engagement with users happens elsewhere on the web, but also because the real estate in search has also evolved to the extent that aiming for the page one spots on Google is more difficult than ever.
Still, Turkish Airlines - despite the PR hyperbole - may be onto something, with many of the major brands giving up on good, old fashioned SEO-friendly web content.
Sadly it will not get much interaction on the blog because it has decided to not allow reader comments.
An official says:
"As it continues to evolve, the inclusion of comments is something we will review in the future as the content and readership continues to grow.
"That said, the content is sharable across our social media platforms, and we welcome engagement through our channels this way in the meantime."
And therein lies the issue with web content and efforts such as these - consumers interact on other social platforms, so what's the point?