They may be consumers, influencers, honest, phoney or benign - and may have an axe to grind. Just like real people.
A small number of blogs (the so-called 'A-list') might become professional media, but I predict these will be outgunned by media organisations colonising the blogging and podcasting space.
PR has always had to take account of real people beyond the media bubble. You should worry less about the potential threat and multiplying channels, and think more about your new-found ability to listen to people discussing your organisation or your brand.
PR as a two-way street: it's not a new thought.
Richard Bailey, senior lecturer in PR, Leeds Metropolitan University.