The Latest Guerrilla Marketing Tool For Organizations: Blogs

"Until recently, the thought of employees blabbing freely to the masses about their work on company time -- without the suits from PR hovering over them to stay "on message" -- would have created panic in the executive suite.

But in the past year, employee blogs have begun to multiply across Corporate America -- and a growing number of companies approve....In an era of fragmented media, with companies struggling to get their message out any which way, blogs are becoming a kind of undercover megaphone. One way to think of them is as the latest guerrilla marketing tool, a new kind of brand bait."