Unbundling the Blog
http://www.iabc.com/cwb/archive/2006/0706/taylor.htm

Taylor, Helen
Communication World Bulletin
2006

Abstract:

Whether you're grappling with how to reach out to bloggers discussing your industry or contemplating creating a corporate blog, it's vital for you as a communicator to understand what's being said about your company in cyberspace—and how to play an active role in the dialog.