A new white paper on blogs from Edelman and Intelliseek, a marketing intelligence firm and provider of one of the Internet’s leading blog portals, makes the case that the blogging phenomenon is not just a passing fad and provides a first-of-its-kind directory of influential bloggers, segmented by industry.

“Trust MEdia…How Real People Are Finally Being Heard,” which is available for download at both companies’ Web sites (http://www.edelman.com/ and http://www.intelliseek.com/), provides basic information and experienced advice on blogger behavior, blogger engagement, legitimate public relations uses of blogs, and a blog lexicon.

“We’ve entered the era of mass personalization where people expect far greater participation in their favorite brands and companies,” says Pam Talbot, president and CEO of Edelman U.S. “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. 

“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 (available only to Edelman clients) 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.

 “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, which held its Word of Mouth Summit last week in Chicago. “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,” says Rick Murray, general manager of 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.”