From Media Bullseye:
The big issue with most blogger relations articles revolves around a tendency to treat bloggers like traditional media, and also a focus on tactical pitches or initiatives. This approach, in general, follows a bad media relations trend where hits matter more than relationships. Yield outweighs long-term reputation, and as a result mass blog outreach with mild customization occurs. Good PR pros
This article seeks to shed light on some best practices for building relationships with bloggers. It assumes the following:
a. Youâ€™ve researched the blogs that matter to your company, including critical magic middle blogs
b. The company (or organization) can contribute valuable information or insights to the marketplaceâ€™s conversation
c. That the company is committed to a campaign rather than an event
What are the six steps? In short:
- Win the War, Not the Battle: By focusing on the relationship rather than the individual pitch, long-term results are built.
- Human Relations: Bloggers are people with no obligation, not professional journalists.
- Commenting: One of the best ways to build a relationship remains showing interest in someone else.
- Use Your Blog: If you want respect from a blogger(s), have a blog.
- Join Their Social Networks: Make no bones about it.
- Opt Them In: Once a relationship has been created, if you really value
their opinion and their voice is that important, opt them into your