Donald K. Wright (Boston University) and Michelle Hinson (Institute for Public Relations), published in 2008 a report focusing on how technology and social media have changed PR. Many questions were asked to PR practitionner, in order to get a good statement on how companies perceive blogging.
Many good insights. It finishes like that:
And, as one wrote, social media “have provided an opportunity to truly put the public back into public relations by providing a mechanism for organizations to engage in real-time, one-to-one conversations with stakeholders. Additionally, they serve as a focus group of thousands, allowing offline communications to be more relevant.”
Blogs & Social Media – Public Relations Journal – Vol. 2, No. 2, 2008 19