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| Version | User | Scope of changes |
|---|---|---|
| May 20 2008, 3:54 PM EDT (current) | davefleet | 30 words added |
| May 20 2008, 2:16 PM EDT | davefleet | 73 words added, 19 words deleted |
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The key to successful blogger relations is relationship-building. And out of that comes the need for respect and transparency.
While the UK's The National Union for Journalists (NUJ) has admitted its first full-time freelance professional blogger as a member, the majority of bloggers would perceive an out-of-context press release as spam and not know what to do with it, other than hit the delete key.
Controversy erupted when Gina Traponi from the Lifehacker blog published a wiki to name and shame PR firms that "spam" bloggers.
Some of the people and publications that have weighed-in on this issue:
Alan Patrick - Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam
Blog World - Should Bloggers Blacklist PR Firms?
Brian Solis - Making Mistakes And Amends In Blogger Relations
Brian Solis - Dear Chris Anderson, An Open Letter To Make Things Right
Chris Anderson - Sorry PR People: You're Blocked
Chris Lynn - Unsubscribe Lifehacker: My Email To Gina Traponi
Chris Lynn - Gina Responds! And: About Yesterday's Post
Geoff Livingston - Dear Nasty Reporter/Blogger
Jason Falls - Why PR Folks Should Blacklist Bloggers
John Cass - Are Media Database Companies Complicit In PR Spamming?
Matt Haughey - Stop Asking, Start Filtering
Meg Roberts - A Young Pro's Take: Media Relations And The New PR Blacklists
PR Week - PR Blacklist Won't Fix Imperfect System
Robert French - PR Bludgeons Itself Again
Stowe Boyd - The Growing Backlash Against PR Spam, And The Rationale For MicroPR
Susan Getgood - Blogger Relations Tip: Check The Blog Before You Press Send
Todd Defren - Open Letter To Gina Traponi Of Lifehacker
Brian Solis also published an e-book guide to blogger relations (available in PDF and MS Word formats).
Whether these be through ongoing monitoring and comments in blogs that are key to your clients' interests, or meeting bloggers face to face at BarCamps, YULblog meetings or through other similar blogger networking opportunities, treating bloggers as individuals and getting to know them will go a long way towards being heard.
Blog yourself. Not only will this give you an appreciation of the commitment it takes to maintain a blog, it'll give you street cred. You're no longer an anonymous PR rep coming out of left field. You've put yourself out there, just like the bloggers you're trying to reach, with postings that can be reviewed and commented upon.
Beware of bulk, impersonal mailings. They won't work. What's more, missing your target can incur the wrath of the blogosphere, who will feel they have been spammed and that their time has been wasted. Instead, be sure you've understood what makes your individual blogger tick and bring him news that will be of direct interest to him.
Blogger relations are time consuming, but getting visibility for your client in the blogs of influencers will create a viral effect that can translate into increased notoriety, goodwill and sales.
While the UK's The National Union for Journalists (NUJ) has admitted its first full-time freelance professional blogger as a member, the majority of bloggers would perceive an out-of-context press release as spam and not know what to do with it, other than hit the delete key.
PRSpammers Wiki
Controversy erupted when Gina Traponi from the Lifehacker blog published a wiki to name and shame PR firms that "spam" bloggers.
Some of the people and publications that have weighed-in on this issue:Alan Patrick - Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam
Blog World - Should Bloggers Blacklist PR Firms?
Brian Solis - Making Mistakes And Amends In Blogger Relations
Brian Solis - Dear Chris Anderson, An Open Letter To Make Things Right
Chris Anderson - Sorry PR People: You're Blocked
Chris Lynn - Unsubscribe Lifehacker: My Email To Gina Traponi
Chris Lynn - Gina Responds! And: About Yesterday's Post
Geoff Livingston - Dear Nasty Reporter/Blogger
Jason Falls - Why PR Folks Should Blacklist Bloggers
John Cass - Are Media Database Companies Complicit In PR Spamming?
Matt Haughey - Stop Asking, Start Filtering
Meg Roberts - A Young Pro's Take: Media Relations And The New PR Blacklists
PR Week - PR Blacklist Won't Fix Imperfect System
Robert French - PR Bludgeons Itself Again
Stowe Boyd - The Growing Backlash Against PR Spam, And The Rationale For MicroPR
Susan Getgood - Blogger Relations Tip: Check The Blog Before You Press Send
Todd Defren - Open Letter To Gina Traponi Of Lifehacker
Blogger Relations Tips
In response to the PRSpammers wiki, Todd Defren published a downloadable list of "7 promises" for PR professionals to adhere to when pitching bloggers. Good advice for everyone involved in blogger relations.Brian Solis also published an e-book guide to blogger relations (available in PDF and MS Word formats).
Build Relationships Over Time
The most effective media relations campaigns are those based on relationships that have been developed with journalists over time. The same holds true for bloggers.Whether these be through ongoing monitoring and comments in blogs that are key to your clients' interests, or meeting bloggers face to face at BarCamps, YULblog meetings or through other similar blogger networking opportunities, treating bloggers as individuals and getting to know them will go a long way towards being heard.
Get Involved In The Community
Ongoing involvement in the community goes hand-in-hand with building relationships with bloggers. Make a genuine effort to participate on relevant blogs, forums and other sites.Blog yourself. Not only will this give you an appreciation of the commitment it takes to maintain a blog, it'll give you street cred. You're no longer an anonymous PR rep coming out of left field. You've put yourself out there, just like the bloggers you're trying to reach, with postings that can be reviewed and commented upon.
Know Who You're Pitching
Demonstrating that there is a direct link between a blogger's editorial line and your client's news item is a sign of respect that will be appreciated. This can be done by referring to a past posting in your pitch, or showing a clear awareness of the blogger's specific area of interest.Beware of bulk, impersonal mailings. They won't work. What's more, missing your target can incur the wrath of the blogosphere, who will feel they have been spammed and that their time has been wasted. Instead, be sure you've understood what makes your individual blogger tick and bring him news that will be of direct interest to him.
Be Transparent
Let the blogger know who you are and what you're after. Explain that you're offering him the same access you'd offer a journalist : access to documentation, access to your spokespersons.Blogger relations are time consuming, but getting visibility for your client in the blogs of influencers will create a viral effect that can translate into increased notoriety, goodwill and sales.
