As a PR professional, a blogger, a former journalist, a person who was a problogger (a person paid to blog) for the St. Louis Post-Dispatch and an avid blog reader, I am particularly qualified to address the topic of blogger relations.
At Blogher, the topic of “pitching bloggers” came up with some frequency. PR people are trying to get their arms around how to do it successfully and bloggers are trying to illustrate to PR people how NOT to do it.
As a blogger I’ve been pitched badly; on topics I don’t cover (religion, politics) from people who clearly don’t read what I write.
As a problogger covering shopping and fashion, I received lots of product pitches, some good, some bad. More on this later.
As a PR person, I’ve pitched traditional media. I have monitored blogs for opportunity to interact. I have trouble saying I’ve “pitched” bloggers because it’s different than traditional pitching; it’s a conversation with a friend.
The key to blogger relations is the relationship. I wouldn’t dream of doing a straight pitch to a blogger, just as I wouldn’t dream of pitching a journalist whose work I had not read thoroughly.
I believe developing a relationship with a blogger consists of reading the blog regularly, commenting often, e-mailing questions and ideas that are genuine and sincere. Interacting with transparency is important. I’ve made it no secret that I work in public relations and I interact with hundreds of bloggers professionally and personally. If there’s crossover, in which I get an idea of a topic a particular blogger I read might enjoy covering, if there’s a natural fit, I will make that suggestion. From where I sit, it’s sharing an idea with a friend, something I do often, online and off.
When I was “pitched” successfully as a problogger, the ideas sometimes came from a PR gal who was an avid reader of my blog. She commented over time, interacting with me enough so I knew her name and a bit of her personality, also recognizing when it was she that popped up in my inbox. She asked if she could send me some makeup to try, since I hadn’t written about the latest in lip gloss and bronzers in my shopping and fashion blog. She made it clear that her expectation was if I wanted to share what I thought of the products on my blog, that would be great. If I didn’t, well, enjoy the new stuff.
I appreciated her approach and the care she took in developing the relationship. On the flip side, I learned to delete without reading the random pitches made from other PR people that were clearly form letter pitches from non-readers. I still get pitches to review diet products or interview political refugees. I consider this spam. So would you.
Wearing all these hats over time has made me sensitive to all sides of blogger and media relations. Recent posts on takeaways from Blogher inspired comments asking follow up questions regarding this topic, leading me to compose this post, sharing my thoughts on blogger relations. Was that pitching? In a way, yes. I’ve now developed a relationship with another blogger and, incidentally, a PR person who inspired these thoughts. Who knows what synergies will come from this relationship?
I’m interested in others’ thoughts on this topic.
To PR people: Have you pitched bloggers? How did it work out? Did you do anything differently than you do when pitching traditional media?
To bloggers: How do you feel about being pitched? Do you want to be pitched and if so, how?Â
I’ve been pitched as a new blogger (already, seriously, I was so excited my head almost popped off). And I’ve pitched a few bloggers in my PR experience.
What I think many PR pros sometimes fail to remember is the key word in our own name, “relations.” Ergo, relationships. Cultivate them, RESPECT them and you will see success.
I think one of the best ways to do that with bloggers specifically is to comment intelligently. Consider it a proverbial back scratching that will be appreciated. But more importantly, doing so demonstrates that you are a true reader of the blog, builds credibility, builds name recognition and positions you as part of the ongoing conversation.
I’ve been pitched only once so far and, since the person was clearly a crackpot, I didn’t give it much thought before I hit the delete key.
In general, however, I’d have to know the reasons for why I’m being pitched. Does the other person really think I’d like this product? Or am I just one of dozens of people getting the same spiel?
Very well put! I also like Maria’s comment. I decided to break down and write a post about this myself, and when the day comes that I do start pitching, I’ll let you know how it goes.
Wow, thanks for the link. It was a great discussion at BlogHer, and I’m thrilled that you’re leading it and continuing it here.
You’re absolutely right – the key to doing this is relationships. When you know a blogger well, you know what’s relevant and appropriate, and you actually have the blogger’s interest in mind as well as the client’s.
As you know, I’ve pitched, and I’ve also been pitched. You’ll be reading more about that experience at the Bad Pitch Blog…
So not one hour after I posted my comment above, I got pitched. Some sort of work-from-home-and-make-great-money thing. Delete.
I’d like to be pitched with legal tender.
(Posted from my iPhone, hence the need for more sweet moolah.)
It’s great that you wrote about this so honestly here. I haven’t really gotten knee deep in the conversation as to not talk too much about the “bad” things my colleagues may or may not be doing, but I’m glad you are. I’m just a cop out.
Brian — show off.
Blogger Relations – It’s More Than Links or Information – Ask First…
Marijean has a good post-BlogHer item on blogger relations. As BlogHer started I noted a marked increase in the number of PR folks in the audience. They were there no doubt to ‘reach’ this highly coveted ’segment’. However during many……
I have not been pitched to, but I am pitching the idea of a student blogs where I work. I want well-known students to blog about their experiences at college, without much censorship from the school even though they will be on our web site. there are several schools doing this across the nation, but I guess the administration where I work just has no idea what a blog is, nor do they want to see one on our web site.
Great post – and blog! Enjoyed reading your BlogHer coverage. This was my first blog conference – I’m a marketing/PR consultant and blogger.
When bloggers first pick up on our news, it’s often via an RSS news feed or one of the major news distribution services. Then, we can comment or send an email. Offering helpful information or noting trends around an issue or a product seems to work well when you’re trying to reach a diverse audience. Also shakes out who’s interested in your stuff.
You tried something new!! Good for you! I’m always afraid I’ll mess up when I try new stuff.