Adweek reports that another interactive agency, Ripple Effects Interactive, has launched a "blog relations" practice.

"We're trying to create buzz on the Internet for our clients," said David Gong, head of the Ripple Effects group. "Given the explosive nature of blogs, message boards and social media, we feel this is a great time for agencies to leverage them."

Of course, blog relations is a far more natural offering for public relations agencies -- but blogs are hot, so everyone and his brother is trying to cash in. And public relations firms have not, to date, distinguished themselves with their efforts in this arena.