I was having a discussion with someone yesterday as to whether Robert Scoble at Microsoft was hired as a PR blogger or as a technical staffer who blogs? This article clears it up.
Mr Scoble started blogging four years ago. At the time, he worked for NEC... Mr Scoble used his blog to converse with NEC's customers, giving tech support and listening to feedback... [Microsoft] figured that the straight-talking Mr Scoble would make a reassuring pilot or “a great evangelist”. So [they] hired him. Mr Scoble, for his part, simply kept doing what he was good at.
Courtesy of The Economist