Peter Caputa has written a hysterical fictional conversation between a PR consultant and a prospect interested in possibly blogging. Here's a snippet but go read his post for the whole thing...
Company: How do we know what (bloggers) want?
Clued in PR person: You have to ask them.
Company: How the hell are we supposed to do that?
Clued in PR person: IM, skype or email them
Company: What's skype? What's IM? So, I am supposed to have my marketing and PR people start calling bloggers instead of calling media outlets? Is this really worth it?
Can't we just pay someone to do this in India or something?
Clued in PR person: Well, that might work for the ones that just want trinkets or keychains. But, that won't build much in the way of community. And it won't build much word of mouth.
