Looking for proof that we’re all still trying to find our way in the blogosphere? Check out a recent gaf by a PR newbie pretending to be someone else. Todd uses the event as a reason to remind PR agencies that to err is expected, but to publicly acknowledge mistakes is demanded in this social media world. And to their credit, Racepoint uses it to educate others.

To me, the most interesting take away from this online discussion is a reminder that as PR evolves, it leaves a bumpy road for agencies. We all understand (well, we’re starting to understand) the boundaries of PR engaging with the blogosphere. Open, honest, etc. But as far as PR agencies go, I think we’re only beginning to agree on where the boundaries are. As blogs become more mainstream, more and more PR people will be required to build relationships with bloggers. Already, agencies are starting to promote relationships with bloggers as prominently as relationships with the media and analysts.

But, here’s the catch: Traditionally, PR agencies took great strides to NOT act as company spokespeople (I remember a few times I was cited in stories, and I’ll tell you my clients weren’t happy). The rules of engagement have changed, though, and many bloggers prefer public comments over private emails. At what point is it okay for an agency PR rep to respond? Is it considered on a client-by-client basis?

AND, when the PR rep isn’t pushing a client agenda, does it make sense for them to post comments on blogs? I think so, but I was also on the agency side and I’ll admit, having junior staff publicly exposed like that scared the hell out of me. Yet, to only have senior folks comment kills the relationship building. I certainly don’t think it can be a free for all, with PR people openly commenting on blogs to promote their clients. I’m also not convinced that encouraging a PR person to post comments related to their clients is really how to go about building a relationship in the first place (I actually think that’s exactly what not to do, but others disagree).

At the same time, I wonder if it makes sense for agencies to begin developing content experts who can engage industry bloggers in thoughtful debate, publicly? Or is that counter productive to thought leadership campaigns with their clients? And at what point, as an agency, do you open your most junior staff up to public scrutiny, and where do you shield them? I don’t have a solution to offer here, and my gut tells me a lot of agencies are grappling with these very topics internally. I’m sure their clients also have opinions (probably 30 of them), which complicates the topic even more. And then, of course, the bloggers (both independent and media) probably have another set of opinions. It would be a facisnating round table discussion, that’s for sure! What about you? Where do you think the boundary is (or should be)?