"Blogs offer the human voice, which can be loud, controversial, and even wacky. But the realness of the blog inspires trust and piques peopleís curiosity. A blog can create a community and a dynamic discussion.If you are a product manager working in the chemical products industry, chances are that you would rather hear about the real experiences of other product managers in your industry than read a glossy marketing piece by the marcom department. Blogs fit this communications requirement perfectly."

Whats particularly interesting is the section on how blog technologies and their underlying concepts can be applied to corporate newsletters.

"You can adapt blog technologies to your corporate electronic newsletters by taking advantage of the underlying concepts. You can, for example, do the following:

• Publish a small amount of well-organized information frequently and regularly
• Include content from individuals who are knowledgeable and passionate about their work
• Make it easy for your employees to communicate directly in their own, human voice
• Respect the reader by making sure your e-newsletter provides value and that he/she wants to receive it

Whatís often missing is an easy way for the ìknow-howî keepers to capture their knowledge, organize it, and deliver it. The best e-newsletters are written in a real voice, not in corporate speak."

Disruptive technology ..... ? I'd agree - weblogs tend to be personal with a 'real voice' - and that can be a challenge to the corporate voice.

Yet, how rare it is to see or hear a humanized corporate voice.