anthurian: Of Raging Cows and Vanilla Coke -or- To shill or not to shill?

Anthony Parcero presents this dilemma:

"You're a PR professional with your own blog and you've been asked to help a couple clients come up with a way to use blogs to reach a target audience."

Tom Murphy provides an answer, citing our very own Rick Bruner as an example of best practices in action.

Tom also states that trying to pay for false promotion/buzz is a bad idea. Personally I disagree - placing advertising/marketing message on websites as editorial, and having it endorsed/advocated is a great idea - it is getting caught that's the bad idea.