Steve Rubel, a global thought leader on social media who has been with PR firm Edelman for 2 months, writes the popular blog, Micro Persuasion, which is listed in the top 100 at Technorati. He participated in a great keynote conversation at Mesh06 this morning. His top tips for using blogs for PR:
1. Find out where your audience/customers hand out — where are they online?
2. Set up the infrastructure for listening — some dedicated & reader like Bloglines or Newsgator
3. Engage your audience in conversation
4. Empower your audience, helping them achieve or do what they want

Other quotes:
* “Befriend the community and further their goals”
* “Credibility? The community will tell us who’s credible”
* “We’re looking for niche & reeach”
* “Look at where people are hanging out — which galaxies”
* Focus on the “terms of the community. Integrate being polite and acceptable to the community.”
* “Engage, and take your lumps — the good and the bad”
* “What to measure? Converstaions, engagements with influentials (touchpoints with influentials), web traffic, in-bound links, Yahoo/Google ranks”