When our client Pop Weaver introduced the first microwave popcorn without the potentially harmful chemical diacetyl in its flavoring, a key part of our strategy was reaching out to bloggers who were particularly concerned about this issue.

In addition to announcing the news to traditional media, we posted messages on nearly 100 blogs and websites letting the blogosphere know that Pop Weaver’s microwave popcorn had removed the chemical. Throughout, we were completely transparent that we were posting on behalf of Pop Weaver, and joined the online dialogue.

The results: While microwave popcorn category sales have fallen due to consumer concerns about diacetyl, Pop Weaver sales have remained consistent. Pop Weaver has been recognized as a leader in reaching out to the blogosphere by Investor’s Business Daily, PR Week and on the blog www.conversationagent.com, which tracks the PR industry.