The cover story in PR Week is on web 2.0 and the client's drive to digital communications. David Almacy quoted Pam Edstrom from PR firm Waggener Edstrom who said that "the challenge with multimedia digital is that there's no plop factor." When the Wall Street Journal lands on the CEOs desk it goes Plop. Blog posts do not.
The solution is to educate the "C" suite when high credibility individuals mention your brand in their blog. More work, but a pretty good plop.