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Pitching Bloggers

Started by Jake McKee · 10 months ago

Ben started a great conversation about how to pitch (or not to pitch) bloggers.
A communications expert is quoted in the paper advising companies to "cultivate popular bloggers in much the same way they traditionally have sought to make contact with reporters for newspapers, TV and ... Continue reading »

6 comments

  • benkoe

    2 years ago

    Hi, I discussed this poston my blog as well. However much we know relationships work, it definitely isn't the end all.
    reply
  • michelle

    2 years ago

    We've had this conversation with our PR department. It's a tough one! They always want to "start a relationship" but you know they have an agenda and a job to do...
    reply
  • Jake

    2 years ago

    Benjamin, I followed up in your comments section.


    Michelle, I love that they want to start a relationship... assuming they mean the same thing I mean (and they're not simply thinking of "relationship" as "we've blindly sent some stuff over before and they haven't called us angry"). When you say "they have an agenda", do you mean the PR folks?



    If so, I get that they have a job to do. But what's funny is that they'd likely be much more effective if they were just some "nameless PR hack" blindly sending out press releases. Hard to remember that I think
    reply
  • Michelle Marts

    2 years ago

    Sorry Jake - that was kinda of confusing on my part. The PR kids have a job to do and an agenda...so I think sometimes its difficult for them to get a good conversation going or the time to cultivate the relationship. At least our clients always seem expect results very quickly. But yes, I agree that approaching bloggers in the same way you approach a journalist isn't going to be effective.
    reply
  • Jake McKee

    2 years ago

    Michelle,


    Thanks for the info - makes much more sense. I totally understand that people are busy, but this is part of my beef with traditional PR (and advertising and marketing) business models - the client is NOT always right, and it's the role, the duty of the firm to help the client understand that. Service firms are FAR too scared of losing business. It's a vicious circle we get into with clients where we want to make sure they stay happy with us, so we give them what they expect/want regardless of potential success. It's a tricky balance, but I'd love to see agencies of all sorts say "no thanks" to business more often.



    The other point I'd make is that a "relationship" can take many forms. Some forms take years to build, others minutes. It's a mindset as much as a tactic.
    reply
  • David Reich

    2 years ago

    Jake, I see no problem with PR people pitching bloggers, as long as it's done properly. And that means with respect and consideration for a blogger's time.


    It's the PR person's responsibility to check the blogs he plans to pitch to see if what they normally cover is relevant to what he wants to pitch. The blogger should be approached with a brief and to-the-point email asking if they'd like to see a release and/or additional information.



    Sending mass emails to bloggers is as wasteful as sending mass news release mailings to every newspaper in the Bacon's media directory.



    Cultivating a "relationship" with a blogger isn't necessary, although it can be enjoyable and productive for both parties.







    reply

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