This paper reviews the effectiveness of web logs ("blogs"), or online journals, within the context of a compulsory final-year placement unit for public relations students. The key goal behind the use of Web2.0 technology was to encourage ongoing, reflective practice via an exchange between students thereby limiting feelings of isolation commonly reported during the course of this individual tuition unit. Secondary objectives were to encourage exchange between participating students based at different on- and off-shore campuses, integrating an international perspective and insight into best industry practice. From a Unit Coordinator perspective, an additional aim was to create an opportunity that would aid in the early detection of potential problems and to provide a forum in which additional learning material could be provided in response to arising issues. Online journals have their shortcomings, particularly from an administrative point of view. However, the results indicate that the introduction of the Reflective Blog was a successful, particularly in the context of an individual tuition unit, by effectively shifting the focus away from textbook- and teacher-centric education, to interactive peer-to-peer learning opportunities. (Contains 3 tables.)