The latest flap involving Edelman, ethics and the blogosphere has me wondering: Should PR pros treat their relationship with bloggers differently than their relationship with the mainstream media (MSM)? The campaign in question, from Microsoft/Edelman, presents a clear, but different set of values for dealing with the bloggers versus MSM, and that’s troubling.
Backstory: Microsoft, through Edelman, sent high-end laptops loaded with the new MS Vista software to 90 influential tech bloggers. Bloggers were invited to evaluate the software, but also invited to return, give away, or keep the machines, said to be worth $2,200-$2,400 each. Critics smell a bribe intended to influence blogger opinions. Supporters say Microsoft is just facilitating input from the experts. Read the rest of this entry »