Guy Kawasaki on Public Relations:
It used to be that ink begat buzz. Life was simple then: you sucked up to the Wall Street Journal, one of its reporters wrote about your product, and the buzz began. Journalists no longer anticipate or create buzz–rather, they react to it: ???Everyone is buzzing about FaceBook. There must be something to this, so I had better write a story about it.??? This role reversal has fried people’s minds.
The latest development is that blogs beget buzz. Blogs have changed everything because they represent a cheap, effective podium for creating buzz on a massive scale.