General Motors vs. The New York Times: A Case Study in Effective Blogging
http://www.iabc.com/cwb/archive/2006/0706/holtz.htm

Holtz, Shel
Communication World Bulletin
2006

Abstract:

For all the talk about corporate blogs, there still seems to be considerable debate about their value. As of early June, though, those questions should have been put to rest. General Motors illustrated just one of the benefits of blogs—bypassing the media and taking your message directly to the public—in its response to a column that appeared in The New York Times.