Many business executives fear journalists. But a scandal that has forced a senior advisor to UK Prime Minister Gordon Brown to resign highlights how much more dangerous bloggers are than reporters.

Over the Easter holidays e-mails from Brown’s strategy aid, Damian McBride, leaked out suggesting he was looking to attack opposition politicians and their spouses with unfounded allegations about their private lives.

The e-mails were disseminated by a blogger called Guido Fawkes who, according to reports, had received them directly from McBride. Fawkes’ decision to publish and be damned highlights how the new digital media refuse to follow rules of engagement commonly practiced by the traditional press.

In UK politics, as in international business, reporters and editors from newspapers, magazines and newswires are treated to “off-the-record” briefings. Many senior journalists are able, in fact need to, establish deep-rooted ties with their key sources. These ties can lead to friendships and favors.

Tim Montgomerie, founder of the well-followed conservativehome site, said that political bloggers are outside this cosy club. “It is that status that means the new media are not easy to reason with,” he told The Observer newspaper.

Blogs need to be fast, and are more appealing if they are furious too. Bloggers tend not to subject themselves to the rigors of traditional rules and don’t have banks of professional editors.

But, as with any media, the secret of success is understanding the nature of the beast. McBride engaged by sending emails to bloggers, without understand their motivations and tendencies. His mistake was to assume the new media followed old rules.

(jadams@ecdinsight.com)