It used to be easy to ignore customer complaints, when the only weapons unhappy customers had were letters, phone calls, and faxes. Today one unhappy customer can tell his story on his blog, and before many hours have passed the story has blossomed  around the blogosphere, poisoning your company’s reputation.
Podcasts let you respond, at length. [...]

Who’s talking about you, and what are they saying? "Ten Ideas for Corporate RSS Feeds" suggests:
Capture and publish the buzz. By setting up an RSS feed that captures and publishes everything that is being said about your organization online, you can keep your audiences up to date on the buzz in an automated, easy-to-manage manner. [...]

It’s well known that Google penalizes gratuitous links, so it’s vital that you think before linking. Ask yourself whether the link adds value to your blog, or to an individual blog post.
Good answers to common queries on linking here from search engine staffers. Matt Cutts from Google said, in response to a question on reciprocal [...]