How do the interests of bloggers intersect with the interest of corporations? Should corporate communications professionals reach out directly to bloggers? Are bloggers different from other communications channels?

In an attempt to better understand the interplay of the blogosphere and corpoate communications, blog-search engine Technorati and public relations firm Edelman surveyed subscribers of Technorati's e-mail newsletter to study their interaction with each other.

A key finding of the survey is that the blogger respondents are, to a large degree, seeking to position themselves as authorities in their field. That was the number one reason they gave for blogging.

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