dal Guardian

Companies once saw them as a nuisance. Now they are trying to get the bloggers onside, realising that they can reach consumers better than any PR company ever could

David Watkins
Monday March 20, 2006
Once dismissed as a forum for pedantic, pyjama-clad insomniacs, the blogosphere is now smashing down the barriers to information and achieving parity with the big guns of old media. At least, PR companies certainly think so. Bloggers have become a powerful conduit for stealthy, word-of-mouth marketing that can make or break the image of a company.
“The trick is not to try too hard to sell,” says Hugh Macleod of gapingvoid.com. “You need to respect the people reading it, they’re coming to you. Blogs are a great way to make things happen indirectly. It is different from creating a controlled mechanism that tries to change people’s behaviour, which traditional advertising tries to do.”
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