what pr pro are suppose to do, I think they simply need buildig relationship with bloggers and podcasters.Many bloggers and now podcasters support the Open Source movement. The free speech nature of its technology which has helped these modern tools to have a social impact. Blogging makes it easy for employees to irritate their bosses, and a number have been fired. (See Heather Armstrong, Mark Jen and Jessica Cutler.) you must foster relationships with bloggers, even the ones who quite obviously detest your company. Correct them when they're wrong, and congratulate them when they're correct. Ignoring them won't do you any good because, increasingly, bloggers are controlling brands online. No longer can you rely on newspaper and magazine clippings; you need to closely monitor blogs for what is being said - true or false - about your company. Hand-in-hand with this monitoring,
I think the PR community should embrace bloggers, battle them when necessary, and co-opt the whole idea to the point that blogs are not a phenomenon or a source of stress, but just another medium where some people write the truth, and some people obviously have motives to do otherwise.
