It's a blog-eat-blog world out there, and communications professionals have long since taken note. Survey after survey reaffirms practitioners' awareness of the importance of blogosphere
involvement, whether that means monitoring blogs or maintaining a blog for their company/clients (see Quick Study, p. 3). But those same surveys also reveal a different side of that story: The
profession is marked by overwhelming fear, exasperation and lack of knowledge when it comes to participating in these cyber forums.