Dave Pollard: “we play a much more important role in the media than we might think. That role is a result of the power of our networks, which are more dynamic, sensitive and agile than those of print journalists and book writers. We can sense quickly and effectively when there's something happening -- a shift in public consciousness or attitude, a new issue or idea gaining traction -- because of our connectedness, because of the strength of weak ties and those ties' ability to create at least small tipping points. If the mainstream media are the stomach of the media beast, its power plant, we are its antennae.”

Pollard then goes on to detail the ways bloggers can engage in conversations with the people who write what bloggers read (and, importantly, he means not other bloggers but professional writers who may not have weblogs themselves). The following list contain his words, not mine:

1. Tell the media you're talking about them.
2. Find their personal e-mail addresses.
3. Make it easier for them to reach you.
4. Make yourself available.
5. Offer to collaborate.
6. Don't exaggerate or misrepresent.
7. Do the work that they can't.

I find it interesting that the most of the items have to do with private communication. A lot of bloggers eschew private communication because either they are used to publishing their thoughts online or they have an interest—financial or otherwise—in encouraging public discussion rather than private. The really good bloggers, Pollard seems to be arguing, do leg work in and put effort into their weblog conversations privately so as to create sparks that light the fires of public conversations.