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Craig McGill‘s tips telling bloggers how to get the most out of public relations people is an eye-opener.

The 15 tips on offer veer between bleeding obvious at one extreme and  a heartfelt plea on behalf of an industry needing to deal with inexperienced, paranoid nincompoops at the other.

After reading it you will feel sorry for the PR people – which isn’t something you’d expect.

Nevertheless, if you’re rubbing up against paid flacks for the first time, there’s some useful advice. Item six is most useful:

The PR person may be a tech-wizard and be an online guru but if their client doesn’t like online and doesn’t want to engage online, don’t blame the PR person. The PR person is very much in the middle a lot of the time.

If you’re on the other side of the fence, there’s also 15 Tips for PRs dealing with bloggers.