Can PR Bloggers "Hype" Their Clients?

I am struggling with a bit of a dilemma. I have a client that is has a fantastic blogging project that I feel the people who regularly visit this blog would benefit in they knew about it. It's a terrific example of participatory journalism at work. But I am struggling with the ethics. Will I alienate you? Will you think that I am solely using this blog to hype clients or my firm? I'm not. I launched this blog so that PR pros can share ideas. I would be interested in hearing from any other bloggers out there - especially those who pen marketing, PR and journalism blogs. Please add your comments to this post or post your thoughts on your blog and trackback me.