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Many of my journalist friends give me a hard time about the hard time I tend to give journalism.  Chris has a great post about the difference between bloggers and journalist.  I think that this is especially important for PR folks to understand when engaging with bloggers.  They don't understand or care what an embargo is and there is no 'off the record'.  With bloggers you at least know where their biases are.  I think reporters try really hard to make people believe they are objective but usually aren't.  I also think that bloggers could learn something from journalists and try a little harder to check for acuracy.