This, via Ben Silverman in the PR Fuel newsletter - thought it might be interesting for some people to have a look at:

quoting Ben: PR giant Edelman and market research firm Inteliseek have
released a white paper, "Trust MEdia: How Real People Are
Finally Being Heard - The 1.0 Guide to the Blogosphere for
Marketers & Company Stakeholders." The version available to
the public is a good primer for PR, marketing and
advertising professionals who are looking to get a better
understanding of the blogosphere and how to deal with it
(and not deal with it).

Here's the link to the pdf file:
http://www.edelman.com/image/insights/content/ISwp_TrustMEdia_FINAL.pdf

Gwendolynn

Blogs are effective book promotion tools if the blogger has a clear purpose and stays focused. As a new blogger, I established a very clear set of goals for my own blog (delineated in the blog post).   more »

Gwendolynn Gawlick here, also known as PR Diva. I've worked as a literary publicist for about 7 years or so. ...   more »

I come into this week pondering these five issues. I’d love to hear anyone’s take on one or more of them this week: 1. Are Blog Tours Worthwhile? 2. Pros and Cons of Author Blogs 3. How to Buy Advertising on Blogs? 4. Will RSS replace eZines? 5. Will Blog Spam Kill Blogs and/or RSS?   more »