The Internet has become a mega promotional resource and online publicity is one of the most sought after media sources. Bloggers offer a vital solution to reach and also target mass audiences.
A new PR practice is to now pitch stories to Bloggers as well as traditional journalist. However, the same as with all media relations to address Bloggers you will still need a strategic plan and approach. If the process is done correctly the returns can be phenomenal.
Today Blogging is just as valuable as major newspapers and magazines. For example Engadget a tech related blog that is associated with Weblogs Inc is valued at a whopping $15,263,467 million dollars or more. Might I also add that AOL purchased the company for a cool 25 million. Take a look at Boing Boing, which is considered one of the most recognized blogs in the entire world. This website is valued at $11,653,234 million dollars or more. Leading the creditability of Blogging to now be a valuable media source.
How to Pitch PR Stories to Bloggers:
1. Understand Cultural
It is important that you understand the cultural of these professionals who operate Weblogs. Seasoned professionals like to be addressed by their names and almost despise PR pitches submitted in their comments area. Moreover, a lot like reporters they are short on time and you have a small window to pitch your PR story. Remember there is no same protocol so review each website to see how they prefer to be contacted. Email is always a most common practice.
Example:
Subject Line: How Hair Ribbons Are Making A Fashion Statement
Dear: List Name of Blogger – Not Attention Bloggers!
I enjoy reading your blog and you often cover topics on the latest fashion trends. Here is a storyline you might find of interest for your readers.
Hair Ribbons are making a fashion statement and comeback. Young girls and women can be seen wearing fashion ribbons for their hair.
Hair Ribbons are making a fashion statement and comeback. Young girls and women can be seen wearing fashion ribbons for their hair.
Tip: Include a direct link to a media release related to the PR story you are pitching.
2. Research Match
Make sure to do your research and only contact individuals that have readers that best fit your target audience. Selecting a source because of how many readers but is not a direct fit will prove to be useless. Moreover, the story will have to be a fit for the readership in order to be featured as well. It would not be good to provide a storyline about fashion to a tech related website.
3. Build Relationships
These relationships will need to be developed overtime and natured. Remember it takes time to build relationships and you have to keep at it. Once you become successful at pitching PR stories to Bloggers that they can actually use most will view you as a reliable source.
Now that you got the fundamentals down of how to plan your strategic approach you are ready to launch your publicity promotion. Building relationships still takes time and you will get out what you put in.
Happy blog hunting!
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Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.