Pitching to bloggers - the do’s and don’ts of blogger pitching

This is a guest post by Kristy Shaw of Punch Communications.

Pitching to bloggers… the do’s and don’ts of blogger pitching

Life as a PR has certainly changed over the last few years; with the rise in popularity of blogs it has meant having to adapt the way I pitch to different types of media. Bloggers can be just as influential as many print publications and therefore should always be on PR agencies radars. 

Pitching to bloggers is a world away from traditional pitches to journalists; there are many more things to take into account. For example, in contrast to traditional media journalist’s blogging may not be the full time job of the writer, but instead something they are passionate about or a hobby. 

Building a rapport with a blogger can be just as easy as building a relationship with a journalist. Here are some top tips for pitching to journalists:

Research your blogger. There is nothing more frustrating for a blogger than receiving an e-mail about children’s toys when they’re a food writer with no children. As with pitching to journalists, do your research about who you are pitching to, take a look at their Twitter and previous blog posts. Use tools such as Google Blog Search to find blogs in the sector you are trying to reach, but don’t rely on this 100%, do your own research before hitting the send button. 

1. Press releases are not a bloggers best friend: Bloggers don’t write stories based on press releases, they may use one for ideas but sifting through a press release is not the best use of their time. A brief, tailored pitch is a much better way to approach a blogger, and make sure you keep the pitch relevant; images or quotes should be chosen to suit the bloggers style and interests. 

2. Keep it personal: Don’t copy and paste a generic e-mail. The blogger is taking time to read your pitch, so take the time to write them a personal e-mail. Include references to previous blogs of theirs that you like (but be genuine) and what you can offer them for their blog, but don’t waffle! Remember, blogging may not be their full time job and so time is precious. 

3. Interact: It’s important to be aware of the bloggers in your area of interest, therefore take time to read a few blogs every week. Where possible, comment on blog posts you like or have something to add to. Also don’t forget to follow or become a fan of their social media profiles. 

4. Nothing is “off record”: Just like when you are speaking to a traditional media journalist, nothing is “off the record”. If you have an embargo to stick to, remember to mention it to the blogger- updates can be instantaneous and therefore it is very easy to publish news on a blog before the story has been officially broken.

About the Author: Kirsty Shaw is an account manager at PR, social media and SEO agency, Punch Communications. Punch is based in the UK and delivers integrated services for local and global, B2B and B2C clients.

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Comments

[Colleen Shumway]

Great advice! Bloggers are indeed a different breed. But like most other people, they don't want to be spammed or given a generic request. Sounding like a real person can get you a lot online, and writing custom pitches based on human research and experience is the easiest way to do that.

[Jaredkimball]

Kristy,

Great post.

Approaching bloggers can vary on so many different levels.

Some bloggers have a massive subscriber base, and get pitches constantly while others are not as well know but need the extra help to produce good content for their readers.

The challenge is building a relationship just like you mentioned, but so many people want to do things the easy way and rush.

Good stuff...I'm sharing this :)

Have a merry Christmas,

Jared

http://Spamspert.com

[DragonSearch Online Marketing Manual]

We completely agree with all of your points, Kirsty! When pitching to anyone, it's always important to imclude the WIIFM. What's in it for me? In the case of bloggers, this may be a personal benefit, but more than likely a benefit for their readers!