Sorry Jake - that was kinda of confusing on my part. The PR kids have a job to do and an agenda...so I think sometimes its difficult for them to get a good conversation going or the time to cultivate the relationship. At least our clients always seem expect results very quickly. But yes, I agree that approaching bloggers in the same way you approach a journalist isn't going to be effective.
We've had this conversation with our PR department. It's a tough one! They always want to "start a relationship" but you know they have an agenda and a job to do...