Guy Kawasaki has put up an interesting list on this topic... Every PR person should read it, no actually every PR person should read his blog (and books too).
"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 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. Technorati provides an easy way to identify the A-listers, so all you have to do is attract the most influential bloggers. Here is a guide to the process. "
Why I am posting this here? Well, because so many times companies have contacted us here at Geekzone (or the other way around), and after a while the connections just "die". Companies that are keen to contact us when they have new products coming out and need the buzz, completely "forget" to reply to our e-mails a week after.
Or companies that promise lots of things but when it comes to delivery time, nothing happens.
What are the rules? Guy's list is a good start, and you should read his post to get it, but just the headlines:
1. Create a great product.
2. Cite and link.
3. Stroke them.
4. Give schwag.
5. Make friends before you need them.
6. Be responsive.
7. Use a rifle, not a shotgun.
8. Be a foul weather friend.
9. Be a source.
Yes, I live by #6. I simply dislike companies that don't reply to e-mails. Or #9 for companies that hold back information even after many coffees and meetings. But #1 is essential stuff.