Journalists are PR schmucks, bloggers cut the hype

As if. Some bloggers might like to think they take the moral high ground and can’t be manipulated by spinning PR types, but in reality it’s same old, same old.

Duncan Reily has this interesting little story about how UK-based gadget website Firebox’s PR firm emailed top tech blogs to promote Firebox’s products:

Bill Linn, a partner with Sandbox Strategies [Firebox’s PR firm], says his firm looked for blogs popular with techies or pop culture enthusiasts, then e-mailed them messages about unique products, deals, and contests offered by The company started with major blogs such as Boing Boing, Engadget, and Gizmodo; news of Firebox then circulated among smaller blogs that linked to the larger ones.

‘Not every one of our clients can get away with that, but when you have product lines like gizmos and toys, you can feed the blogs and generate sales,’ Linn says. ‘We found that blogs don’t respond well if your message is too corporate, so we cut that out and got to what’s important to the reader.’


About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.