We currently have around 80,000 bloggers in our lists, but those lists are not used like traditional mailing lists, because of the constant new growth and attrition in the blogosphere. With each new client, and each new outreach, we identify with the client what the demographic is they want to reach, then we ID the bloggers who are leading and influencing that demographic. We call these groups of bloggers that we identify as the group influencers a "universe".

Internally, we call our blogger outreach "long-tail" because these brand promotion campaigns aim at all the passion players of the blogosphere, not just the top few some consider the most important.

There is a misconception among many old-media PR shops that online PR is pretty much like the old-school stuff, just in a different place. This could not be further from the truth. New media online PR is a very different world, a totally different culture, and an entirely different approach. It's not easy, and there are lots of potential pitfalls, but it is extremely effective when done correctly and with enough commitment.