Advertising Age published my opinion piece this week talking about the similarities between public relations campaigns of the past and blogger-based marketing campaigns of today.

The techniques you use to influence the influencers really haven’t changed all that much from the tactics that worked with mainstream media. It’s just that the audience has different motivations. Once you understand how to influence these people, you can build a groundswell of favorable opinion that is impossible for the mainstream media to ignore. See examples.