Let’s face it, whether traditional media likes it or not, blogs are here to stay! From tiny blogs with 100 page views a month, to personal blogs written by individuals who have become their own brands, to large blogs that have taken on a life of their own, bringing in more advertising dollars than traditional print media; blogs and bloggers aren’t going anywhere, and therefore should be a part of any effective public relations campaign. However, bloggers and blogs can not be approached in the same manner of traditional media, like newspapers and television. So, here are a few tips for successfully engaging bloggers in public relations campaigns for clients or yourself:
- Do your research
Many bloggers are inundated with emails and press releases, many of which don’t relate to their content. Make sure that you have done your research, understand the blog’s key topics, and more importantly voice. Also, while learning about the blog and blogger, delve into the blog’s social media. Sometimes, there are opportunities for you or your client in the blog’s social media, that is not present on the blog itself (i.e. A fashion blogger who is also a mom, may promote your company’s hair product on her social media on hair day, even though she doesn’t write about hair on her blog).
- Be engaging
In most instances, blogs are run or started by one person, making the blog itself a very personal endeavor. For that reason, if no other, when emailing a blogger, NEVER start with “Dear blogger.” That is probably the quickest way to have your email deleted, without ever being read. Additionally, make sure your email dialogue includes information about the blog itself; this assures the blogger that you actually took the time to do your research, an effort that won’t go unnoticed.
- Understand the blogger’s value
You are not doing bloggers a favor by pitching your product to them, so please don’t approach them as so. The thing that readers love about blogs is the personal aspect that differentiates a blog from a magazine. The personal voice behind a blog makes it more relatable and therefore trustworthy, in many ways. So, having your or your client’s brand/product shared by a blogger with his or her audience has great leverage.
Everyday a new blog is born, a new person is taking the opportunity to share his or her thoughts and opinions with the world, and people are reading and listening. While magazine, newspaper, and television are still necessities in a great public relations campaign, blogs are where you want your brand and/or products.
Are you incorporating blogs into your public relations campaigns? I hope these tips will help you in your execution of successful blogger pr campaigns, and be sure to check back in a few weeks for tips on how to pick the right bloggers for your product and/or brand!!
Feel free to tweet with me, @considermeluvly, in the meantime!