There's a fairly bland piece in the LA Times on "Using Blogs to Build Direct Links to Public". It's not a bad article -- worth a quick read as long as you're not expecting any major insights. Looks like it may have been prompted by Edelman and Intelliseek's "Trust MEdia" whitepaper (about which I'll post more later). Good for them.

The standout comment in the piece is from Sun's Jonathan Schwartz, who says: "At the end of the day, the job of any good leader at any corporation is to communicate ... The hallmark of companies that will find blogs useful is the company that cares about its perception ... and the integrity of its relationship with its customers." Damn skippy. Companies that choose the fake blog route are telegraphing the fact that they don't really care if their customers think they're idiots.