Blogger Relations: I Don't Need A New Best Friend

06/11/2008

Or .. subtitled: It's A Diva's Prerogative To Changed Her Mind

Blogging101 Blogger Relations seems to be on the radar for an increasing number of people. I've written my fair share of posts on the topic and have worked with clients to create blogger relations programs that are a Triple Crown Win for blogger, blogger's community and client. On the flip side of the equation, as a blogger, I get my fair share of pitches.

Sooo it shouldn't be a surprise that I've been doing some thinking about blogger relations. PR/Ad agency people to make it easier and real for us both let's ..

Change the Rules For Blogger Relations

  • 1. Don't pretend to be Diva Marketing's biggest fan.
  • 2. Don't bother subscribing to my RSS feed - because your boss told you that was what you should do - only to unsubscribe after your pitch.
  • 3. Don't worry about dropping a comment on a post.
  • 4. Don't bother sending me an email to introduce yourself weeks prior to your pitch.

If you're not interested in social media marketing, if your job does not include clients who have an interest in this village of social media where Diva Marketing resides, then your time here was a stop on  the social highway to doing your job. I can accept that.

What I do expect.
Although I am not a main stream media journalist .. I do expect the same respect you would give to a main stream media journalist. To help you help me and to help other bloggers -

Six Tips on How To Work With Bloggers

1. Know the content direction. - How will you know? You don't have to follow posts for weeks or try to be my new best friend .. here's the secret shhh .. don't tell your competitors: Read several months of back posts. If you scan quickly it will take you a few minutes.

2. WIFM - Lead with what is most valuable to me and my community. Help me understand why I should not only care about the nifty new product or service or book or conference or cruise .. but why I should take the time to write and research the post and dedicate space to promote your client.

3. Value add. - What are you including that goes beyond a product brief that anyone could pick up off of a website? If you offer to provide access to a VIP to answers I'll take you at your word. Please read this - Blogger Relations Tips For PR Agencies & Consultants

4. About you. - Please tell me who you are, your organization and your relationship to the brand you are promoting. Would be nice if you included the url of your corporate website.

5. Don’t lie. Don’t cheat. Don’t bully. Play nicely together. Say Thank you!

6. Bloggers are not journalists. Keep in mind that most bloggers have no editor, write about what they want, when they want and if they think you are not playing nicely with them may not play nicely with you. Read Elana Centor, Funny Business

Sidebar: Catch June 11's Forimmediaterelease live internet radio show on blogger relations. 10am PDT/ 1pm EDT / 6pm UK time.

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» PR Agencies: Please Read This Post About Blogger Relations It’s Very On-Point from HealthCareVox
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Tracked on Jun 11, 2008 12:07:47 PM

Comments

Here here, Toby. When I get pitches like that, I'm immediately turned off. They look as fake as they are!

Posted by: Tammy Lenski on Jun 11, 2008 6:03:22 AM

I'm still your friend :-)

Posted by: Josh Hallett on Jun 11, 2008 8:45:38 AM

@Tammy - Perhaps if we continue to "help" agencies understand that we are not journalists but if they want space in our worlds they need to treat us with the same care and respect as they do traditional media outlets. I don't think that's asking for too much.

@Josh - would be heart broken if you were not ;-)

Posted by: Toby on Jun 11, 2008 9:33:04 AM

I totally second the point about not lying. I was so annoyed yesterday when a "stay-at-home dad" who recommended a video turned out to be a major executive at the production company that produced the recommended video. (I googled him.) Will I ever recommend him/his company to my readers? No way - because he lacks integrity. All that to say, marketers don't lie! It insults bloggers intelligence.

Posted by: Kimberly Coleman on Jun 11, 2008 9:53:32 AM

Toby,

Your list is pitch perfect. I'm compiling blogger relations advice regularly, as I've found many PR agencies are now asking for advice on how to engage with bloggers.

I'll look forward to starting with these magic 6 rules. Thank you!

Posted by: Janet Johnson on Jun 11, 2008 9:59:43 AM

@kimberly - why is it that these peeps think that they have to be less than honest? Didn't they listen to their moms when they were growing up ;-)

@janet - thanks for your kind words .. made my day. Loved your wording .. pitch perfect .. magic 6 rules.

Posted by: Toby on Jun 11, 2008 10:48:57 AM

Toby,

Wonderful post. I am working on a e-book regarding how to succeed at today's online public relations. With your permission, I will quote some of your thoughts.

Lewis

Posted by: Lewis Green on Jun 11, 2008 2:03:04 PM

@lewis - thanks for your kind words. I would be honored to be included in your eBook.

Posted by: Toby on Jun 11, 2008 11:09:47 PM

Very informative article.

Michele Alonso
www.bocanetworks.com

Posted by: Michele on Jun 12, 2008 12:01:03 PM

Great post Toby! Those of us who know you personally really appreciate your carying the banner for social marketing and specifically blogging. You inspired me to write create my personal blog (focused on my experiences at live musical performances), and professionaly we pride ourselves on our blog written by diverse voices within our agency.

Keep up the great work Toby!

Posted by: Joe Koufman on Jun 13, 2008 10:53:23 AM

@Joe - many thanks for your over the top kind words. they mean a great deal to me.

Posted by: Toby on Jun 13, 2008 2:39:07 PM

I love this from the perspective of both a fellow blogger who wants to be approached honestly and as a PR person who contacts various media, including bloggers. Its always good to get a variety of perspectives on the proper etiquette in such a quickly evolving landscape of communication. I respect your writing and hence, your opinion when it comes to such things. I've printed this and will make sure its reviewed before we at Muse Communication pitch bloggers. Cheers!

Posted by: CourtneyMuse on Aug 5, 2008 6:02:56 AM

Toby, I found your post very valuable and linked to it on our blog about pitching to bloggers today. Thanks for some great information.

Posted by: Chel on Oct 9, 2008 1:48:49 PM

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