Ms. Dunlap, in fact, was seeing results — just not so much from the PR firm. She had begun penning a diary on her Web site, www.ilovehollywould.com, chock-full of juicy details about her personal life, from late-night keg-party revelry in her downtown Manhattan boutique to boozy jet-setting jaunts through Europe. (A sample 2003 entry from London: „When your first words of the morning are ‚Where am I and how did I get here?‘, you know it’s been a long, long night.“) The attractive, gregarious designer created an appetite for her entries by boldfacing names of acquaintances as well as those of famous faces she encountered. Soon people were checking to see if they’d made a mention, passing the links to friends around the country. As Web-site traffic grew, so too did sales…. When it comes to generating goodwill between a company, its customers and prospects — the very essence of public relations — it’s a buyer’s market for small businesses. In the case of Hollywould and many others, the Internet more than anything has altered the dynamic. Much as the Web has enabled entrepreneurs to sell products independent of bricks-and-mortar retailers and their limited shelf space, so too is it letting them engage the public without the mainstream press or the spinners who court it.
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via Micro Persuasion