Here’s Janet’s list:
Get the support of your CEO and others at the highest level.
Assign roles, responsibilities and processes up front
Impement a crisis communication plan… just in case
Establish a clear theme/focus for the blog
Keep posts fresh, relevant and accurate
Manage comments in a timely manner
Link to lots of other relevant blogs
Actively comment on other blogs
Keep an eye on who is linking to your blog/posts
For blog fodder, look at other relevant or popular blogs. By bringing together links that are helpful to people who have the same interests, you provide a service to your readers…which will make your blog more valuable to them. Scour vertical media in your niche. Blog at industry events (like I am right now.) Share your own experiences or ideas.
She also highlights some etiquette about blogging, and recommends a book called Publish & Prosper.