Steve Rubel revealed the fact that Om Malik broke a story on his blog instead of on his publication's website regarding Technorati's funding news. Steve makes a good point as to why Om chose to break the news on his blog. Perhaps he feels that it'll circulate faster in the blogosphere than it would as an afternoon story on the Business 2.0 website. Or maybe he is going to use feedback to his blog story as a way of finding a new angle to the bigger story he plans to write for Business 2.0. It's an interesting idea and in the end, I think it's exciting when news breaks on a blog. The situation also got me thinking about the PR ramifications of Om's blog. I've got to assume that there is a PR team in place to help Technorati announce it's funding news. According to Om's post, he researched the news by first sending a note to Technorati and after they declined to comment, he went to the lead investor who confirmed it. So who was or will be burned by this story? Or was Om and his blog the target all along? I'm inclined to think that this news leaked out and although it found a good landing spot on Om's blog, there is a team working hard to adjust their launch strategy and preserve the news value of the funding announcement. PR consultants out there should take this into consideration. If you're preparing a traditional launch - long leads, analysts, short leads, wires, onlines, etc. - you better factor blogs into the mix and calculate the chance that someone gets tipped off and posts a story about the news they've uncovered.