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the Big Blog Company | PR companies scamming big business with fake blogs
“Who yer callin' a sparrow, you schmuck?!”
The bird on the back.
April 05 2005
PR companies scamming big business with fake blogs
Jackie Danicki • Blogs & Blogging • Company blogs • Marketing & PR 
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Perry and I have returned from our month-long sojourn to Los Angeles, and are frantically getting caught up on London business - hence the unusual silence here. Even with our indispensible internal blog, which saves us untold amounts of time and energy in keeping up-to-speed and helping us to collaborate from even 6000 miles away, there is much to do.

Some things are more enjoyable to share face to face, though. You don’t really get the satisfaction of seeing a look of horror on a person’s face when they absorb some bit of information that you’ve posted to the internal blog. For me, the expression of disgust and revulsion on Adriana’s face when Perry and I told her of the widespread fake blogging that we heard of firsthand, from people who are actively executing fake blogs for companies, was priceless.

Unfortunately, I wasn’t making it up when I recounted to her how one PR flack we met in LA boasted of how his firm lies to big corporations and promises them good coverage on their “big traffic,” fake blog. The blog itself has been set up by the PR company for the express purpose of scamming companies into paying out substantial amounts of cash for positive postings on it. Looking at the blog, it seems to be authored by an anonymous nobody...who just so happens to pepper his commentary with glowing mentions of the PR company’s clients, and negative remarks about their competition.

The really sad thing? A quick Technorati search on the blog’s URL shows that it has only been linked to by one other blog - whose author just happens to be a friend of the PR flack. The companies - household names of the highest order - that pony up for coverage on this “big traffic” blog could easily check its credentials. Instead, they continue to pay lip service to taking part in a “conversation” with customers...and pay PR companies that claim to “get blogging” for utterly worthless “services”. Niall Cook’s prediction for 2005 is as spot-on as ever.

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