PR To Blogs: "Let's Hug It Out, Bitch"

I just read this article on the PRFuel newsletter "Blogs Attack, But Have No Fear"
By Ben Silverman. Whether you agree or not, people are mining information about companies by reading blogs. As a PR professional, you should also read the blogs to find out what people are saying.

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.