From a PR point of view, approaching bloggers is very different from approaching journalists. Or is it? Just like everything else in this restless world, the media scene and community of bloggers and journalists are evolving rapidly. In order to prepare for the future, it is key for us to learn from our experiences so far. What is the ideal relationship between PR officers and bloggers? Where is the thin line between curated content and sponsored content? And what makes a blog so different from any other medium in terms of marketing? It’s been a steep learning curve, and we’re nowhere near the peak – but it’s an exciting ride for sure.