Guide to Blogosphere for Marketers and Company Stackholders : Excellent resource

Guide to Blogosphere for Marketers and Company Stackholders (pdf) is the subject of a 24 page report from Edeleman PR and Technorati.

Covers the established models and the emerging models for PR & communications and why companies should care. You’ll see the impact bloggers are having on PR and where we’re headed.

The key is the lack of trust the public has in existing institutions, including corporations. Boy is that true for lawyers. Blogs have succeeded because people want to get the straight scoop whether from outsiders or corporations who are not afraid to enter the discussion.

This is not the first report from Edelman and Technorati. They are extremely well done and a good source of facts and surveys to share in briefs to law firm and professional service firm heads required to approve your blog program.