Guy Kawasaki has a fun essay on how to suck up to a blogger:
Blogging has flipped traditional PR on its head. 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.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.
Full artcle: How to Suck Up to a Blogger