Jim Horton has written a white paper (in pdf format) arguing for a web-centred approach to communications. His theme: ‘The web is the only unified distribution point for all corporate messages’. There’s a useful distinction between product-centric sites that are the domain of marketers (with corporate communications taking a back seat); and company-centric sites which are the domain of corporate communications.
I don’t think it’s a weakness that blogging isn’t mentioned; but I do think that content management should be addressed as this is more of a bottleneck in practice than design, programming or copywriting. (Consider how quickly we’ve forgotten the content management headaches of maintaining even small personal websites now that the problem’s been solved by our weblogging programs. Now imagine the content management challenge for a large corporate site that is the unified distribution point for all corporate messages.)
PR Studies 
Web-zentrische Kommunikationsstrukturen
Autor: Jörg Hoewner
Ich habe in den wenigen Beiträgen bisher davon geschrieben, wie Kunden und andere Stakeholder von Unternehmen besser in den jetzigen Kommunikationsprozess eingebunden und aktiviert werden (z.B. “Apple goes Intel: Kundenkom…
Web-zentrische Kommunikationsstrukturen
Autor: Jörg Hoewner
Ich habe in den wenigen Beiträgen bisher davon geschrieben, wie Kunden und andere Stakeholder von Unternehmen besser in den jetzigen Kommunikationsprozess eingebunden und aktiviert werden (z.B. “Apple goes Intel: Kundenkom…