Great post on blogosphere relations with four bullet points. The main take away for me is a reiteration of the importance of a voice with conversation style crossed with branding. And you are the brand.
To succeed you must actively join in the conversation and be genuine. Then you have skin in the game. And the funny thing is once you have skin in the game, once you are PART of it, you won’t want to game the system anyway. Your reputation is far too valuable to risk on a retainer. So as always this leads us back to client selection being the primary challenge for the PR professional. Find the good eggs first.