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False Fronts

by Sheldon Rampton [1] — June 30, 2003 - 10:00pm
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This spring, the Dr. Pepper company recruited bloggers to talk up "Raging Cow," a flavored-milk drink. "The company hoped to work up Internet buzz about the beverage - and it was OK, by the way, if the bloggers didn't mention that Dr Pepper had given them freebies and flown them to Dallas for a pep session," writes James Hebert, who examines several examples of the old PR trick of "getting a supposedly independent third party to tout your product."

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Main Source: 
San Diego Union-Tribune, July 1, 2003 [6]
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[6] http://www.signonsandiego.com/news/features/20030701-9999_1c1pr.html