PR e blog

This document provides tips for companies to work with bloggers. It notes that bloggers have become more cautious of paid promotions but discussions are increasing around authentic versus paid posts. While top bloggers have high visibility, their external influence is uncertain. Blog readers follow a long tail distribution, so lower ranked bloggers still have influence. The document recommends companies start by having conversations with bloggers to collect feedback and create buzz, focusing on search engine optimization, and referencing Ogilvy's blogger code of ethics as a guide.