I think Robert Scoble [RS]  is completely sincere in his call to return to the roots of blogging and in his mea culpa for having played a role in feeding the hype.  There are just a few other things he needs to consider.  So I have lovingly lifted the bold copy and major points straight from his latest piece on Silicon Valley PR. I am using Mr Scoble’s points to share my tips for how to read the posts of the master bloggers [MBs]. And I’m even offering the MBs some suggestions for what to do about “bad PR.” A win/win for all, I hope.

RS says, if you really have a killer product and a killer service I don’t care how you get ahold of me. This means that once you have achieved the magical MB status, you don’t have to go out and look for stories, they look for you. What the MBs don’t understand, because they’re not trained journalists over the age of 50, is, good reporters go out and look for stories. That’s part of the job. So when you’re reading the MBs, remember that most of them have no experience from the reporting side, and they probably know the person who brought them the story. This is the biggest problem with the MBs right now. They are so far inside the Silicon Echo Chamber they’re not aware of everything that’s going on.  Their intake filters are clogged with the very same PR agents they criticize.  Reader tip 8. The MBs are pressed for time and don’t want to go out and look for the stories.  You, the reader, must know that because of the time issue and the pressure to post, the MBs rely on others to find the stories.  Which means that currently, in the world of tech blogs, we are suffering from cousins marrying cousins  — the same small group of people is talking to the same small group of people.

Mary suggests: Make yourself more accessible to people you don’t know. Set aside time every day to make or take the call of someone that your cozy crew doesn’t know, either.