Part 1 of a series of articles on the use of weblogs for media relations. Robin Good raises a lot of valid points but IMHO, this is the key issue:
Blogs empower and facilitate the work of great writers, journalists and reporters, offering a lean, efficient and devastatingly effective framework for moving PR out of technical specialists and into the hands of great personalities, unique support people, skilled researchers and great thinkers with a voice.
[Blogs allow you to] Engage yourself with customers and potential partners by leveraging the Comments facility of blogs to maintain public exchanges and to create through them relevant solutions and suggestions both for customers and your company.
A corporate weblog can help forge a completely new kind of relationship with your clients and potential clients, a more personal and appealing one. And check this post out for details on how Awasu can help.