A newly published white paper on blogs from Edelman, an independent public relations firm, and Intelliseek, a marketing intelligence firm and provider of a leading blog portal, explores the importance of the blogging phenomenon for public relations and marketers and provides a directory of influential bloggers, segmented by industry.

"Trust MEdia ... How Real People Are Finally Being Heard," is available for download at both companies' Web sites (http://www.edelman.com/insights and http://www.intelliseek.com).

"We've entered the era of mass personalization where people expect far greater participation in their favorite brands and companies. For companies, bloggers represent an immediate source of information and feedback, but also an opportunity to engage a rapidly expanding global network of influential, credible, passionate and involved group of real people who communicate constantly," said Pam Talbot, President & CEO, Edelman U.S. "The white paper is to help companies better understand how to engage bloggers through authentic dialogue in ways that are appropriate and respectful."

The white paper's blog directory ranks and profiles top bloggers who cover six key industries: marketing and public relations, business, consumer packaged goods, consumer technology, health care, and public affairs. The paper also provides basic information and experienced advice on blogger behavior, blogger engagement, legitimate public relations uses of blogs, and a blog lexicon.

Blogs, easily created Web sites by authors who publish unsolicited news and opinion, have emerged as one of the newest sources of content on the Internet.

"Consumers are increasingly turning to other consumers for trusted information, and the blogging phenomenon is the perfect example of this shift," said Pete Blackshaw, Intelliseek's CMO and co-founder of the Word of Mouth Marketing Association. "Public relations and marketing professionals need to understand the impact of blogging and other forms of consumer-to-consumer discussion on their profession and practices."

"Blogging is not a fad, and it's not going away," said Rick Murray, general manager, Edelman Diversified Services. "There's a right way and a wrong way to think about and approach the blogosphere, and public relations professionals who get it wrong will get burned -- it's that simple."

Added David Weinberger, author of the JoHo Blog and co-author of The Cluetrain Manifesto: "The Edelman/Intelliseek white paper does an especially good job explaining blogging as not just another opportunity to spout one's 'message' but as a way of entering into genuine conversation with and among one's customers."