One of my favorite bloggers who writes thoughtfully about the PR and marketing profession is Rohit Bhargava, who leads Ogilvy PR’s interactive marketing practice out of its Washington D.C. office. PR practitioners and marketers are starting to understand that bloggers can be strategic stakeholders. But how does one strategically–and ethically–reach out to them?
As a starting block to help the profession navigate the landscape, Bhargava and his team has drafted a beta version of Ogilvy’s PR Blogger Outreach Code of Ethics. You’ll find it a good investment of your time to check it out.
PR Speak 
One of my favorite PR bloggers – Brian Solis
http://www.briansolis.com/
You’ve got a really interesting blog!
Hi Pris, thanks for your recommendation and comment. I surfed over the Solis’ site and am excited that “Now Is Gone” is ready to go to print. I’ll be looking out for it on Amazon. You’ve got a pretty cool site too, with a funky, chill theme for a banner. Your latest entry is thought provoking indeed. Cheers, David
Its interesting to see how the PR agencies are muscling in aggressively into this space as a kind of Final Frontier in the age-old battle for clients, mindshare and pocketshare. Establishing one’s credibility in thought leadership is a good way to get more clientshare and that could be Ogilvy’s strategy. However, I am not too sure if ethics is something that can be applied to the local blogosphere without a few dominant champions. I hear that Ogilvy’s Code of Ethics has been hotly contested and debated too.
Hi Walter, indeed, agencies are jostling to position themselves as thought leaders in the PR 2.0 landscape. Not all have managed to accomplish this with finesse however. Recall Ketchum’s fiasco in pushing out a new media practice when its own website did not have something as basic as RSS. The PR agency was caught off guard when its new offering was met with derision on blogosphere, and the director of its new-fangled eKetchum practice finally responded online. It’s not all that new, but it his response is immortalized here http://blog.basturea.com/archives/2005/06/23/ketchum-responds/. Cheers, David