[via NevOn]

“The findings of this research strongly suggest that corporate blogging can make a substantial positive contribution to the practice of external corporate communications. The companies that are blogging successfully are reaping the rewards of better relationships with their stakeholders and enhanced corporate reputation. Controlling the risks of such unfiltered dialogue between employees and the outside world using a combination of trust, policies and guidelines is an enlightened act of management. This is a significant change from the command-and-control approach to corporate communications that was widespread in the past. However, these companies will not be closing down all other methods of corporate communication to concentrate solely on blogging, since blogs are additive to existing media, not replacements for it.”