Ideas I grabged here and there:
From Darren Barefoot, Canada, InsideBlogging and Capulet.com. PR is changing. Bloggers are becoming a middle layer that the PR guys need to go after. Blogs consistently break the news one or two days earlier than the press. But do not let PR folks blog, or have them blog about what they do.
Trying to raise revenues by advertising on a corporate blog is a bad idea.
Paolo Valdemarin, Italy, eVectors - In communication terms, one voice is enough, and it works better to let one person speak in her own personal voice rather than speaking as a group through an agency. When companies talk directly without going through agencies, they don't "communicate" as professionally, but the voice is more authentic and closer to the customer.
Andrew Carton, UK, Treonauts - Driving force behind Treonauts: creating a community around a product using the blog as a linking tool. Andrew "closes the loop" by engaging into meaningful conversations with his readers (new specs, advice…)
I answered question from a reader, who wanted to buy add-on software. He was so happy with my answer that he asked me what link to hit on Treonauts so that I could collect my commission.
Andrew also acknowledges that he has been threatened by people who didn't like the way I talked about their products.
[My comment - Blogs have readership if they have something original to say, if they have personality, if they have style, all attributes usually given to art forms, and as such tied to the person. Nevertheless, art can be collective and collective blogs are possible if the members of the group work together in harmony and have a distinctive personality as a group. Think about the Golden Gate Quartet. And by the way, that's called a community of practice]