What's the Buzz?

PR folks are quickly figuring out blogs and podcasts. Blogging and podcasting are quickly forcing many astute IT vendors to re-evaluate fully what publishing, PR, and advertising are and mean going forward. They are publishers too, they are learning. Blogging, which was seen as a potential for runaway peril and PR chaos, has become a new major channel directly to their communities. Should they create or stifle? Build or manipulate? Both?

Dana Gardner writing for ZDNET, October 1, 2005