Here is another article on using blogs as a business tool. The author like blogs because they are the "real voice".
Often, when information goes through a formal marketing or PR process, the end result is an attractive, expensive, stale, diluted document written in corporatespeak. This result is generally due not to any incompetence or malevolence on the part of corporate communicators but to the processes that have evolved to accommodate the costs and standards of print technology. As a result, the edge, the authenticity, and the voice of the professional speaking to his fellow professionals are lost.
Blogs offer the human voice, which can be loud, controversial, and even wacky. But the realness of the blog inspires trust and piques people's curiosity. A blog can create a community and a dynamic discussion.
I really think it will catch on sooner or later. Maybe I can get some venture capital for the first corporate blog consulting firm.