Victor Kapra has put together a great "how to deal with bloggers" guide. Very useful if you are a PR manager for a major corporation who spends his/her time trying to keep up with the world, while at the same time participating in all the "productive" 5-6 h meetings with your boss.
It refers mainly to interacting with bloggers and what the best ways are to not mess up your incipient relationship with them.
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communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.