How to track the blogosphere?
How will the PR industry react on those new challenges?

The classical gatekeeper role model must die!

Public Relations is still centered around the old gatekeeper role model because classic media works as a so called 'relevance filter' and like every filter can be manipulated in many ways. Offer free travel, transportation, invitations, etc. and you will most likely get friendly news coverage.

The blogosphere works totally different because of the viral character of hyperlinking information.

Let's see why the gatekeeping theory is old media news only...

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