24 Sep

Bloggers have become much more influential today then before and have given PR people a new medium to get their message out other than using traditional media. I think many people are familiar with the saying “It’s not what you know, it’s who you know” and that statement couldn’t be truer in regards to “pitching” a blogger to write about and communicate your message to your targeted publics.

How do you deliver a good pitch to the most influential bloggers and have your message communicated effectively and not be shun off or seen as a pesky PR person? Well, I have done some research and there are a few strategies and tips that remain constant.

First, you need to build a personal relationship with the blogger. This was probably the top tip provided by the dozens of “tip lists” I searched through. You don’t want to connect with them the first time by “pitching” your brand. You want to make a connection with them first. You can do this by leaving comments and making your presence known. Don’t; however, leave comments like “great post” or “not a day goes by that I don’t read your blog” as Guy Kawasak mentions is his blog post How to Suck up to a Blogger. You want to be insightful and have something meaningful to contribute to the conversation.

Another tip on building a personal relationship is to be personal with them. You should know your blogger and what they are writing about. If you personalize your message by using their name or discussing their blog with them, it tells them that you have a genuine interest in THEIR blog, and you’re not randomly sending your pitch out to 1,000 of other bloggers as Darren Rowse listed as number two out of 21 tips in How to Pitch to PR Bloggers.

Know the right bloggers. As I mentioned above it’s not what you know, it’s who you know and I came across a somewhat comical step by step process posted by Michael Martine and then discussed in Janet Fouts blog. It points out that you need to do your research and find out who are the most influential bloggers covering your topic. You don’t want to “pitch” to hundreds of bloggers, just the right ones. If you get the top bloggers to write for you than other bloggers are going to link to them and you’re going to save yourself a lot of time.

Remember, bloggers receive hundreds of pitches a week, so you want yours to stand out. By following some of the tips provided above, and there are many more, you’re going to increase the chances of that blogger listening to your pitch and writing about your brand.


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