Guest Post by Qui Diaz, Ogilvy Public Relations Worldwide

Last Thursday, the FEC dismissed complaints related to online political activities conducted by two blogs called into question under campaign finance law. The accused: Daily Kos, for voicing support for candidates while simultaneously generating advertising revenue, along with a blog authored by Michael Grace which was used to trump Mary Bono’s election activities.

Blogs, the FEC ruled, are media (quoting Jordan McCollum: “Oh, if only Marketing Pilgrim had a category called, “Duh.”) and therefore exempt from campaign finance laws.

Those who rallied around and have been following the matter recognize the outcome for what it is: A triumph for blogs! Before we all start donning “Bloggers have rights, too!” t-shirts, lets reviewing the question marks and points of clarification about the ruling:

• The FEC-specific determination means that, as media, blogs fall under the protection of the First Amendment. Per Tech Crunch, the FEC’s decision “reaffirmed the right of American bloggers to exercise their free speech rights without being subject to US electoral law, in the same way that media organizations are able to.” To be clear, the decision impacts political bloggers with regards to the FEC’s own regulations.
• The purpose of Campaign Finance Law is to ensure that money doesn’t govern the democratic process. As such, campaign gifts of more than $1,000 per year define an entity as a political action committee. Technically speaking, there’s no out-of-pocket to plug into WordPress, Blogger or other blogging platform. Can you wag the blog, so to speak, without money changing hands?
• How does one verify that a blog is not “owned or controlled by a political party, committee, or candidate,” which would disqualify it from the media exemption?

Additionally, the decision raises entrenched questions about the role and obligations of mainstream media, and how blogs are adapting to and influencing the landscape. In exchange for “ No restrictions,” our mainstream press brethren have developed an honor code for responsible and objective journalism. As Placeblogger’s Lisa Williams points out, bloggers provide authenticity, not objectivity.

While the burgeoning spirit of the blogosphere is ushered into the fold of mainstream, and the new era of PR with it, criteria and standards among bloggers - political or otherwise - will continue to manifest. But on our own terms, I would add: bloggers and journalists are different animals.

In the meantime, can I get my t-shirt in black, size medium?