Microsoft Blogger, Robert Scoble, and seasoned PR pro, Shel Israel, are working on a new book about business blogging, The Red Couch. From their proposal to the publisher:

The Red Couch explains the why and how of blogging to business people.
Using recent case studies throughout its 250-300 pages, it will
demystify this disruptive technology and explaining why it is more
efficient, credible and effective than traditional business
communications tools and explains why it is likely to change or destroy
the usual marketing mix of ads, PR, websites and collateral materials.

What’s even cooler is that the writing of the book is going to take place on a blog so we can expect lots of interactive conversations to take place on the blog. They’re currently drafting the Table of Contents and are asking for input.