For brands the world over, blogs and other forms of new media have become the equivalent of nuclear fission.
What to do with this wondrous source of energy? Use it as an alternative source to reach the new word-of-mouth culture? Or exploit it for all its radioactive worth as a weapon of mass comms destruction?
While PR and marketing pros struggle to capture the blogosphere in a bottle - from agencies establishing entire new media practices to companies creating crisis plans ...