The only real commandment is to put users at the center, make them protagonists, put the microphone in their hands and give them a camera to show their contacts their point of view on the brand and the product, rather than that of the company. So how could a turnover of roles be, where the blogger is interviewed by the company. This also applies to other levels and to other categories of users.
To bridge the gap between the company and the user, caused by decades of conventional advertising, you need to question ourselves and accept the idea that the eyes that really matter are not those of the directors or advertising cameramen, accustomed to the exaltation of product and its transfiguration, but rather those of already acquired or potential customers, yet to be convinced.
A good event with PA System Hire is a powerful marketing tool, able to erase years of boundless self-centeredness and too generous advertising.