With all the talk of wikis, blogs, podcasts and other Web 2.0 buzzwords it is probably time for you all make sure that pretty much everyone involved in a public role in your company has read "The Cluetrain Manifesto". Originally published in 1999, it studies the impact of the internet on markets and organisations, and pretty much acts as a blueprint for responisbile companies in this '2.0' landscape. The text is now available freely online. Go forth and learn.