Steve Rubel writes today on iMediaconnection smart marketers should take advantage of blog (and bloggers). One of the things Steve talks about is the idea of "endorsment deals" to be used to capitalize on the blogosphere’s greatest value which is... the influence.
Steve also runs an excellent blog on "on how blogs and participatory journalism are impacting the practice of public relations".
Recently, Bob Cargill on Digital Bulletin has explained the ten reasons why you (and your Company) should blog. If you don't feel like writing yourself, you could think about hiring a blogger. I'm available ;-)