Well-known corporate communications blogger Trevor Cook (Corporate Engagement) notes today that not all bloggers - as often assumed by many reporters - want to be journalists or be perceived as journalists (http://blogs.crikey.com.au/trevorcook/2008/12/31/blogging-is-far-more-important-than-journalism/?source=cmailer).

But the impact of blogging on journalism and all news coverage is undeniable, and growing.  Many bloggers are active to share information and comment, and a growing number of mainstream news leads and story 'hooks' can be traced back to the blogosphere.

Which is why issues managers and public affairs professionals need to understand blogging, follow key blogs in their sectors and industries, and get their head around also the blogging disposition of their organisation's employees.

Failure of public affairs professionals to understand blogging, and the nature and interests of the most popular or credible bloggers following their company or industry, represents  a serious deficit in issues environment scanning, one of the foundations of good issues management and corporate reputation stewardship.