Last week I talked to a start-up company who has a killer new product. They needed marketing help. Specifically they wanted to be blogged widely. I believe in the organic approach to buzz in blogs. Rolling many snowballs on many hills. If it's good, it gets bigger, if not, it dies. But this company was insistent. They wanted a plan to force the blogs to pick up their story. Needless to say I wasn't invited back. I suspect the other person they were talking to said they could do it. Good luck with that.
If it's good and interesting, people will talk and add to the conversation. If you have passion and sincerity, even better. But you cannot buy sincerity. At least I don't think you can. Though some will try.
"I'll tip my hat to the new constitution
Take a bow for the new revolution
Smile and grin at the change all around
Pick up my guitar and play
Just like yesterday
Then I'll get on my knees and pray
We don't get fooled again
(thanks to The Who)