Working with bloggers comes with challenges and opportunities – first it’s not a quick fix answer to your communications problems. Blogger outreach is only a part of an online communications strategy – and should only be undertaken after a good long listening & learning period. Many organizations falter with blogger outreach because they attempt it too early in their campaign and without a strategy or objectives.
- Follow the posted pitching guidelines: many bloggers with substantial followings are pitched regularly by PR folks; many of whom drive them batty with misguided pitches, mass emails and unforgivable communications mistakes. Lesson: just because it’s a blog doesn’t mean you can treat it less professionally.
- Know about and follow the work of the blogger: you can’t make a winning approach without making some connection and contact that is meaningful in the weeks and months leading up to your pitch.
- Blog! The NYT best seller “Trust Agents” says it best “Become one of them.” Blog folks! Just do it. Comment on other peoples blogs, Twitter your ideas and blog about them later, bloggers like other bloggers and people who create. Even if your blog is a monthly “big think” article – engage in the space and see what comes of it.
Want some more ideas/resources on blogger outreach? Here are a few online leaders posts on the issue:
- Brian Solis,“The Art and Science of Blogger Relations” – a free ebook
- Blogger Relations is a two way street by Brian Solis
- Blogger Relations Bookmark by Shift PR
- Blogger Relations case study by Shift PR
- The three R’s of Blogger relations: Respect, Relevance and Relationship
- Dave Fleet’s oddly titled post “Rethinking Blogger Relations”; great post with foundations on how to approach communicating with bloggers
