Quotes from an article title "Pitching Blogs" on the Public Relations Society of America (PRSA) site:

"… blogs are rapidly becoming authoritative news sources. PR professionals should keep this new type of media on their radar screens"

"Publicists have long sought means for reaching highly targeted audiences, including media reps, in order to drive buzz about their clients. With the kind of traffic and targeting that any of the aforementioned sites generate, topic-specific blogs can fit the bill."

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