Blogging as a legit corporate crisis response?

Because many corporations have unofficial blogs, the first place for the public and media to turn during a crisis will most likely not be this emerging medium. However, that tide may be turning, as live blogs are proving to be the quickest ways retrieve information, and when a corporation is dealing with a crisis and recovery, they should utilize whatever will disseminate information the fastest. 

Fast Company's Heath Row commented on how why corporate blogs could be the best tool to use to reach an angry public during a crisis. To me, the most poignant reason being that because of the casual language a blog allows, it will lend a human voice to a sometimes inaccessible corporation. As Row mentions, every corporate disaster has an image: 

Had the technology been there, a human 'voice' writing in real time about the upsetting images from the Exxon Valdez disaster could have given the public a different perspective on those trying to clean up the mess and find out what went wrong. 

It's important to note--as Row does in his piece--that blogs should never replace a crisis communications plan, of course. It can, however, be a very unique and accessible addition to the media mix.