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Mind Your Manners

To take advantage of free buzz from bloggers, make sure to follow the code of conduct.

This story appears in the June 2008 issue of Entrepreneur. Subscribe »

Blogging has flipped traditional PR on its head. It used to be that ink begot buzz. Life was simple then: You sucked up to the The Wall Street Journal, one of its reporters wrote about your company, and the buzz began.

Nowadays, buzz begets ink. Journalists no longer create buzz--rather, they react to it: "Everyone is buzzing about , so I better write a story about it." And blogs are one of the to get buzz. They have changed everything because they represent a cheap, effective podium for creating buzz on a massive scale.

Here is a guide to the process:

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