Get this: corporations are involved in their community, not sancrosanct on their pedestals of commerce. Listen hard, ye who only bloviate mnemonic catch-phrases. Your sales depend on your customers. Ignore them at your own loss.
Micro Persuasion: The Art of Listening
As PR professionals, we are trained to talk. We use phrases like messages, delivery, outreach and response. Think about the tools of our trade – press releases, media briefings, pitch letters – every single one of them address outbound communication. Now we have weblogs. But before running off and starting to publish, online communicators need to instead spend more time using blogs to listen and learn from the market. It’s the consumers control our message now. We must pay attention to what they say. This is not about "managing bloggers," but rather listening to what they have to say.