Ex. Apple fella Guy Kawasaki has advice for PR professionals:

Blogging has flipped traditional PR on its head. It used to be that ink begat buzz. Life was simple then: you sucked up to the Wall Street Journal, one of its reporters wrote about your product, and the buzz began. Nowadays buzz begets ink. Journalists no longer anticipate or create buzz–rather, they react to it: “Everyone is buzzing about FaceBook. There must be something to this, so I had better write a story about it.” This role reversal has fried people's minds.

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