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Many PR agencies are hesitant to issue any guarantees on whether a particular piece of content or advertisement will "go viral," leading millions of users to toss it around through their various social media platforms. One way that they try to achieve this is by approaching the people often most responsible for the viral spread of content online -- big-name bloggers and popular social media users.

A recent piece in the New York Times detailed how PR agencies in Silicon Valley get their clients' news in front of the key influencers who drive stories within the entire blogosphere. In one scene in the article, a publicist named Brooke Hammerling discusses how she plans to get placements for a particular client:

Instead, she decides that she will 'whisper in the ears' of Silicon Valley's Who's Who -- the entrepreneurs behind tech's hottest startups, including Jay Adelson, the chief executive of Digg; Biz Stone, co-founder of Twitter; and Jason Calacanis, the founder of Mahalo. MORE