For companies worried about how consumers and activists view their business practices, these new media channels present a fresh challenge, undermining a traditional command-and-control approach to corporate communication and reputation management.
If you are running a profitable company you must have happy customers. Some of them are probably blogging about their positive experiences. A check of Technorati may reveal pleasent surprises.
Firefox and GMail are two examples of products that benefited from blogger evangelism. PR shouldn’t be so afraid of the big bad blogosphere.