Sue and Eric discuss media relations practices with respect to bloggers.  The discussion begins with a decision by an organization to ignore a blogger's request for information, saying that "they don't deal with non-traditional media." 

From there, the discussion examines a case in which Eric, while chair of IABC's international accreditation council, had the opportunity to respond to a potentially damaging story from a blogger.  Sue and Eric make the point that having an existing channel of communication available (which is already providing value to stakeholders) is an important strategy for dealing with the blogosphere. 

Bottom line?  Media relations for bloggers is very similar to media relations for any media outlet, with one major difference.