Lindsay Robertson writes a Guide to Online Publicity for Dummies. It’s full of great stuff for bloggers and PR people.

Here’s a fantastic tip:

A Monkey Can Send a Mass Email: Build Relationships and Understand What Your Real Job Is

A publicist should ask him or herself not “How can I get my news/content on a blog?” but “What news/content do I have that this blogger will want, but doesn’t even know it yet? And especially: what do I have that’s better than what this blogger has already found on his or her own?” To paraphrase the famous Dale Carnegie quote: when you go fishing, you don’t put what you want (strawberries) on the line, you dangle what the fish wants (worms). Duh to that.

[via kottke]