Google China tries to talk to bloggers

China Web2.0 Review points at an exchange that emerged as Google China tried to deal with webloggers that were mostly negatively reviewing a new China-service called Daohang. What happened was that Google's PR-agent in China, Ogilvy, started to reply on those comments by sending those webloggers the press release on that service.
Let's first look at it from a positive side: Ogilvy did react on the comments and that is already much more than what happens mostly. But apart from that almost everything went wrong.
As China Web2.0 Reviews also says, weblogs are conversational media, you have to build up a conversation. Sending a press release is not the way to build up a conversation. So, that means, leaving comments and actually reacting on what the weblogger is saying.
Also, you have to find a real person to react, a company cannot do that anonymously. And, I would add myself, Google China cannot outsource this kind of work to a PR-company. PR-companies might be able to help and give advise, but the person talking to the webloggers should be involved in the work directly, coming from Google China.