ClickZ:

"But therein lies the rub. As a corporate marketing tactic, it works only if the blog author has talent. You need someone on your team who can write in a genuinely engaging voice, who can be intimate without telling you what he or she had for breakfast, and who knows the line between openness and damaging innuendo."

This article is similar to one I wrote last month. Someone on a French discussion board suggested I was some kind of greedy marketer jumping on the blogging bandwagon. I thought my point was clear enough: you can’t fake a genuine interest and involvement. It’s as much about adapting marketing to the web and weblogs, as the opposite.
09/05/01 update: Weblogs for public relations.
01/02/02 update: Using Weblogs as a Promotional Tool.