While I'm on a publishing bent, I think I'll resurrect something I first prepared in the fall of 2005: Incorporating Blogs into the Marketing Mix (.pdf) The examples are a little stale, but the rationale underlying this 10 page booklet still makes sense.
"... Viewed single-mindedly, blogs are an entryway to an active conversation about your products, your pricing, your retail outlets, or your brand. Bloggers are dissecting your hiring policies, your new store placement, your holiday specials and the nutritional content of your new sandwich.
Bloggers’ll turn on you like a hungry ‘gator
Marketers, however, have to approach this group carefully. Following in the path lit by the Cluetrain Manifesto, bloggers and their readers value transparency, honesty, two-way conversation and above-board behaviour. Any attempt to illicitly manufacture buzz, if discovered, can provoke a maelstrom of negative chatter – which can eventually generate enough interest to be picked up by more mainstream outlets. They aren’t your usual consumer: they won’t be herded, and they won’t eat everything you feed them ..."