Blogging can be a really effective PR medium for a company or a disaster for them. Blogs are a wonderful thing - if you say something worthwhile on your blog, people listen to you and if you say or do something dumb then people ignore you!

When you start promoting your products using community channels (blogs, forums, social networking etc.), the whole thing becomes democratic and you even have to directly face the criticism. This is something new to the old corporate world and a lot of them are not able to adjust in the changed order.