You shouldn't view other bloggers as a threat or competition—in fact, they are your friends. Blogging is about mutually beneficial relationships.
Having said that, bloggers are notoriously distrustful and skeptical about any approaches they receive from traditional PR or marketing professionals. If you're going to make friends in the blogosphere you need to engage bloggers on their own terms. Most successful bloggers become a target for PR pros. To them, a blog is just another media outlet to pitch their message to. However, too many people in the PR industry don't understand how to connect with the blogosphere. Bloggers will take a very dim view of approaches made via press releases or unsolicited e-mails from PR firms. They will (rightly) regard this kind of communication as spam. One blogger...