The most interesting thing is that there are no parameters.
What am I supposed to blog about? Whatever I think. Whatever I find interesting. Answers to questions that are asked. How can they be so... non-controlling? Because they get it. They understand blogging. They want to see what happens. They want people to comment. They don't want to tell everyone what to say, because that's inauthentic. Press releases already fill that role.
Of course, in this country it is also unusual to pay bloggers to do anything. Our media normally just pinch the articles and pay stuff all...
However, it is an interesting idea. The MSM do like to paint themselves as the professionals of reporting but they are limited simply because they are professional reporters. The majority of bloggers are not reporters, and the vast majority of the political and economic bloggers are, simply because of their age, involved in business in one way or another.
Bloggers are involved in every strata of society—from call-centre workers, through small business MDs (like myself) and big business leaders. There are consultants, academics, teachers, ambulance drivers, and anything else that you can think of. Many do not blog about their work, but their experiences are, nevertheless, brought into their blogs.
The point is that there is a huge pool of knowledge in the blogosphere—not least in the areas of netiquette and stimulation of online discussion—that can be easily tapped by people who want a different perspective; in this case, it is a company who, presumably, want opinion and discussion outwith the accepted ideas of the small coterie journalists who would normally write about this event.
Good luck to these guys, hope it goes well...