I have been in constant dialogue with my boss about this key bit of information - I have tried explaining that blanket messaging just isn't going to get anything done via the b-sphere - rather , if you try to send message points to numerous bloggers you wont get anything done. you have to find out what information is valuable to each individual blogger.
The most important work we do is client education; from explaining that the news goes into the first sentence of a news release (which probably does not include your company’s name), to refraining from sending said release to everyone for whom you have an email address, successful PR requires the ability to enable your client to see things from the mediasphere’s point of view.
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