Back in September, Habitat for Humanity tapped Abraham Harrison to help get the word out about World Habitat Day 2009 which took place on October 5, 2009.  While we only had three weeks total for the entire outreach, we took on Habitat as a pro-bono client and reached out to all the bloggers who seemed really passionate and interested in helping promote World Habitat Day on their blogs and via Twitter.  Over the short three weeks before World Habitat Day 2009 we were able to collect 269 earned media mentions, both on Twitter and on blogs, all of which you can explore below -- the outreach was a stellar success!

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.