can be found in this Marketing to Bloggers piece on eMarketer. Especially useful is this part from Peter Rojas
* Most important, there must be a fit between the product and the subject of the blog.
* Avoid shooting e-mails and press releases to bloggers. It is more effective to become familiar with a blog and get to know the writer behind it.
* Give a product to a blogger as an exclusive and allow the blogger time to work with it.
* Provide bloggers with links to more information, such as product images and updated information.
the old PR agency approach won’t work, although many haven’t realized this yet, judging from the number of emails I get telling me about some travel related news that might be interesting for the traveling public but not industry professionals who are the audience I’m trying to reach.
Interesting statistic included in the story: 49% of “market leaders” are using social networking and blogs vs. 31% and 21% respectively for “non-leaders”. Just shows that some get it and some don’t!