Stephen Baker of BusinessWeek’s Blogspotting discusses how Edelman has helped Wal-Mart use blogs and blog relations to improve its public image, beginning with the storyline it placed with conservative bloggers after Hurricane Katrina that later hit the mainstream media: “Government doesn’t work, Wal-Mart does.”

The Wal-Mart revelation may make some bloggers and blog readers feel manipulated. But, like professional journalists, bloggers have ultimate control over what they publish.

As I’ve pointed out again and again, the “news” is not some pure, objective truth on stone tablets. It is an imperfect product created through imperfect processes, where often the loudest voice — inside or outside the news organization — gets disproportionate attention.

The media (and that now includes blogs) have always been a “squeaky wheel gets the grease” business, and PR firms like Edelman — and Idea Grove — squeak for a living. That’s our job.

I do have one question about Stephen’s report; it mentions that conservative blogger Mike Krempasky is now on Edelman’s payroll, and that he helped promote the Wal-Mart story. I don’t read Mike’s blog(s), so I’ll assume he’s been transparent with his readers and fellow bloggers.

The blogosphere does not need its own Armstrong Williams scandal.

(Unsurprisingly, some Democrats are not fans of Mike, btw.)

Technorati tags: Journalism, PR, Public Relations, Marketing, Wal-Mart