PRWeek has an interesting article for companies trying to figure out how to navigate blogs. It talks about the services available along with advice on approaching blogs that will be helpful for companies who are new to this.
One tidbit from Waggener Edstrom SVP Lynann Bradbury:
"Bradbury cautions against a knee-jerk reaction to a negative blog that could offend the writer or a response that comes on too strong, making the person look like a corporate shill. Her advice is to offer information and give the blogger an opportunity to get involved in the issue that concerns him or her. "We say, 'inform, not influence,' and 'involve, not invoke,'" she adds."