Following is a roundup of 10 interesting PR- and media-related stories found online last week:

What a Blogger Really Wants: What PR professionals want from bloggers is clear enough: relationships, brand ambassadors and positive content about clients. But what do bloggers want from PR pros? Among the things bloggers want from PR pros and brands are important details in the initial pitch, compensation (not always money) and promotion of their work. (PRBreakfastClub)

Magazine Covers Start Debate and Conversation: Online news sites don't have fixed front covers, and the content on their home pages aren't necessarily what pulls in audiences. Virility on social media seems to have usurped front pages and covers as the factor determining the news agenda. While this is true for daily newspapers, the recent covers of Time magazine Newsweek magazine have proven that front covers are still capable of driving conversation and debate. (Editors Weblog)

Guidelines for Aggregation: Though "aggregation" has become a dirty word today, it has a "long, proud and ethical history in journalism." It's an area where journalism practices and standards are evolving -- improving in most cases. There are three major areas to keep in mind: ethical matters, adding value and verification. (The Buttry Diary)

What to Consider if You're Not Getting Media Coverage: An editor for a regional publication shares how she is often pitched and sent things they would never publish. Public relations isn't about brands, businesses or messages -- it's about helping journalists and bloggers get their work done. If you're not finding success pitching to the media, check to see if you're sending information in a timely manner (be aware of editorial calendars), sending information they can use (be mindful of the publication's demographic, geography and mission) and making it easy for the journalist/blogger (don't fill your release with jargon, and keep things to the five W's and one H). (FreelanceSwitch)

Content Creators: Think Like Fiction Writers: Reality television shows can actually teach content creators a few things. Here are three lessons to learn: 1) be clear about the conversation and be a ruthless editor of your own work; 2) don't shy away from tension -- tell both sides of the argument; 3) don't underestimate your readers by shying away from complex themes. (Spin Sucks)

Twitter and Reddit: Crowdsourced Fact-Checking Engines: Twitter and Reddit are criticized for being the source of rumors and false news reports that efficiently spread through the Web, but they're also debunking engines that have fact-checking roles to play in the future of digital journalism. Open-source advocates say the more eyes there are looking at code, the smaller the chance is for bugs. This principle holds true for real-time journalism. This practice of "news as a process" might not be pretty, but it tends to produce facts more quickly. (GigaOM)

Five Ways to Measure ROI for Blogger Outreach: Linking ROI to blogger outreach isn't simple, but it's not impossible. "Blogger outreach is in many ways the same, and perhaps even easier, to track, than traditional public relations." Here are five ways to measure ROI for blogger outreach: 1) set goals, 2) measure online activity, 3) compare blogger outreach numbers with advertising, 4) track coupons and 5) use affiliate programs for bloggers. (Social Media Explorer)

Warren Buffett Buys 63 Newspapers: Warren Buffett, chairman and CEO of Berkshire Hathaway Inc., is leading his company in a $142 million purchase of 63 daily and weekly Media General Inc. newspapers. The papers would be combined with the Omaha World-Herald Co. into a new Berkshire Hathaway Inc. division called BH Media Group. Then deal is expected to close June 25, pending a Federal Trade Commission review. Buffett is a former paperboy. (Los Angeles Times, Omaha.com)

Krug Gets Burned by Burning Man PR Stunt: Krug, the champagne producer, organized a PR stunt at Burning Man 2011, with the help of a New York City-based creative-events agency. The problem is that Krug made two big mistakes in the process: it commercialized a noncommercial event and left without cleaning up its mess. This has been bad news for Krug's brand. There are many lessons here, the most important of which is: "If you don’t do your homework, you’re going to get schooled." (Laughing Squid, Bret Bernhoft)

Five Tips on How to Get TV Coverage: If you're a PR professional who is trying to get TV coverage, here are five things to get right: 1) know the show (its topics, format and time slots); 2) know the show's competitors and don't pitch their stories; 3) know the producer's shift; 4) know the contact's name; and 5) don't pitch via Facebook. (InkHouse)

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