I won't quote verbatim here, but have a quick look before reading on below.
Hugh's point 7 is:
Every company's membrane is different, and controlled by a host of different technical and cultural factors.
And then there's points 12 and 13:
And nothing, and I do mean nothing, pokes holes in the membrane better than blogs. You want pourous? You got pourous. Blogs punch holes in membranes like like it was Swiss cheese.
The more pourous your membrane ("x"), the easier it is for the internal conversation to inform the external conversation, and vice versa.
What applies to marketing products applies to corporate responsibility in companies: unless you align internal conversations with external conversations you won't be able to manage and exceed stakeholder expectations.
And if you don't know what they are, you are going to find managing corporate responsibility very difficult in future: you might be doing what you think is right, but if stakeholders are concerned about something else, you'll still be in trouble.