Blogger Outreach Program

I was chatting with someone recently who mentioned that they have a blogger outreach program in their organization. I am curious to know if their are companies out there currently who have a full-time person dedicated to blogger outreach and if so describe in detail what exactly they do. (offer incentives, free product for the blogger to try with the hopes of them posting something) Also does this person do anything else in the org, or is it that blogs have become so popular and it really can prove fruitful for your organization.

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