Blog Brand Threat

According to the "PR Machine" blog, "blogging threatens the power of brands and their message control because blogs facilitate open dialogues with customers. ... The exact threat? Meta-sites, blogs, wikis, and the proliferation of RSS and related site syndication technologies, have all rapidly given a voice to people who previously had no way of expressing their opinions. ... Disruptive messages that campaigns like 'Super Size Me' and 'Fahrenheit 9/11' send out to audiences threaten brands (be it McDonalds or the Republican Party)." What's a threatened company to do? More PR. "Any Fortune 1000 company that has a threat (blogs) also therefore has a need to meet the threat. PR can fill that need with reactive and proactive blogging." (Um...okay, but shouldn't someone tell PR Machine that "Super Size Me" and "Fahrenheit 9/11" are movies, not blogs?)