As the blogosphere progresses and becomes increasingly influential, communicators will need to find ways to reach out to bloggers just as we do to traditional journalists. This will become an integral part of media relations.

However, bloggers are not traditional reporters. Sending them press releases via a blast email will not turn out well.

The Lorelle on Wordpress blog has an interesting post titled "Promoting Your Wares to Bloggers." Here's one of her points:

Don't Waste The Time of a Blogger

If you want a bloggers attention, don't waste their time. Do not put a blogger on a mailing list they never asked to be on. Know the blogger and the blog you are approaching. Read their blog and their policies. If they clearly state, like I do, that they will not accept any requests for commercial link exchanges, don't even ask.