Edelman's Perfect (Blog) Storm
http://www.iabc.com/cwb/archive/2006/0506/pov.htm

Hobson, Neville
Communication World Bulletin
2006

Abstract:

In early March, The New York Times ran a story with the headline "Wal-Mart enlists bloggers in PR campaign." While the story itself is of interest as an example of how some PR agencies increasingly see blogs as legitimate communication channels, it is of greater interest to look at what the Edelman PR agency did in this specific case acting on behalf of their client—what went right and, more important, what didn't.