I recently read a great article on how PR people can best deal with bloggers. Just as radio, print and tv journalists require different tailored pitches and messages so to do blog authors, though little to date has addressed how to manage these relationships.
While a few years ago only few PR professionals valued blogs as a worthwhile or measurable medium, things have drastically changed with PR people now valuing the power of blog editorial and making frequent contact with bloggers. But how does one go about establishing effective communications with these often illusive people?
• Get inside the head of bloggers– Overall blogs are a highly personalised medium, often written in 1st person, highly opinionated and talking of personal experience. Authors are often identified and difficult to influence – don’t expect bloggers to regurgitate key messages or sing the praises of a product or service the have never experienced so (a) when pitching to bloggers send them a product sample or voucher and, (b) like with any media understand that the story may not run or may run with a negative angle.
• Don’t misuse the medium – Many blogs allow for comments to spark dialogue between readers – not for businesses to post their corporate messages. Understand this and identify when it’s relevant to post commercial messages and when it’s just shameful.
• Understand what makes a strong blog – If you were a reader what would keep you engaged in a blog? As it is an online medium always include a strong image, video or VNR, downloadable content or links to websites for more information.
• Research the blog – Take the time to personalise your pitch and search the blog archives for similar stories they may have already posted. Get an idea of the personal behind the blog – there is no point pitching a story if they have already posted something too similar or contrary. Spark conversation relating to recent posts or comments.
