Spinning the web or the role of digital influencers

Spinning the web
The New York Times writes about the power of grassroots buzz, exemplified by public relations approaches in Silicon Valley.

“Gone are the days when snaring attention for start-ups in the Valley meant mentions in print and on television, or even spotlights on technology Web sites and blogs. Now P.R. gurus court influential voices on the social Web to endorse new companies, Web sites or gadgets — a transformation that analysts and practitioners say is likely to permanently change the role of P.R. in the business world, and particularly in Silicon Valley.”

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