Brand Anarchy – Managing Corporate Reputation provides a very good overview of the issues and opportunities that the Internet has created for corporate PR. If you are still doing the traditional stuff and tip-toeing around blogs, twitter, facebook and the rest, you need to bite the bullet and get up to speed with the new world.
This Brand Anarchy Mind Map may be useful as an aide memoire . You will need to enlarge from A4 to A3 or use a magnifying glass to read it. You can also listen to this interview with Steve Waddington, one of the authors.