This is a request we hear often: "We want to get covered by all the A-list bloggers." The challenge in this case was that our client makes security software and none of the A-list bloggers have a security beat -- they are interested only in news that affects social networks.

So our strategy was to not just spin a story, but to actually BECOME relevant to social networks. We dug deep to find ways to help protect social networks and share information with the community on how social networkers are vulnerable to malware attacks and scams. We worked directly with our client's Chief Research Officer to monitor malware trends within social networks and we convinced key Product Managers to tweak an upcoming new product release to be more social network-friendly.

We selected our A-list blog targets based upon their influence, focus, and reader demographics. To make our PR campaign a social cause and not just a marketing exercise, we staged a protest rally in the streets of San Francisco to "take back the Internet from the Bad Guys". We wrote posts to a formerly ignored Twitter account; we consolidated several orphaned Facebook pages; we created videos with tips on how to stay safe online. For one A-list blogger, we gave a detailed look at the inner workings of a new Facebook hack; for another we showed how to prevent malware from spreading into social networks via the web; for yet another offered the results of a poll we ran on our Facebook page; and for another we showed how our security software solves a critical hack used often in Twitter posts.

As a result, we achieved what we might call a media "Royal Flush": ALL of the A-list blogs (more than 10 million unique visitors per month**) plus also ALL of the top-tier business press.