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13 Comments

  1. Elaine
    January 17, 2011 @ 3:39 pm

    Good post, Deirdre! I’ve found it’s difficult to follow-up with bloggers because many do not post their phone numbers on their websites. Unlike traditional media, I can’t call and discuss my story idea and rely solely on the bloggers to get back to me.

    Before I write to a blogger, I always read their blog and personalize the email. This increases the likelihood of a response, and people love to know that you cared about their recent restaurant review or family trip.

  2. Kion Sanders
    January 17, 2011 @ 4:42 pm

    Great post, Deirdre! At my agency, I work with a great deal of bloggers and implement the majority of tactics you listed. To build and maintain the relationship, I invest a lot of time in engaging via Twitter. To start, I always add the bloggers to a private Twitter list, monitor it for an opportunity to engage (as a human, not as a PR guy), then I will follow them after a couple of conversations. This always leads to them following me in return, mentioning our Twitter conversations in e-mails and overall (and most importantly), it helps to kick-start the relationship.

  3. Deirdre
    January 17, 2011 @ 6:04 pm

    Hi Kion! I think what you’re doing is excellent. I love that you are separating your bloggers into a private Twitter list and then monitoring as a human for opportunities. Great approach and thanks for sharing!

  4. Deirdre
    January 17, 2011 @ 6:06 pm

    Thank you, Elaine. I’ve been doing follow up through email (if we are at that stage of the relationship) or through Twitter. Sometimes it’s just a quick DM to say thank you or to share something that my blogger friends might find interesting. Your approach is spot on with researching first and making your outreach personal.

  5. Catherine Daar
    January 18, 2011 @ 3:08 am

    Hi Deirdre,
    Once again thanks a lot for your helpful answers.
    We should definitely try to rely on each other as PR pro’s to boost our blogger network.
    Please don’t hesitate if you ever need help with French speaking bloggers.
    Catherine
    Your friend from Switzerland
    🙂

  6. Deirdre
    January 18, 2011 @ 8:05 am

    Hi Catherine! Your questions inspired me 🙂 Thank you and yes, as PR pros we should work together to boost our blogger networks. Someday I may need your help with the French speaking bloggers and if you ever need anything, just let me know. Have a great week!

  7. Allen Mireles
    January 18, 2011 @ 10:41 am

    Deirdre, this was a helpful post in that it provides a specific example of how to handle both long term blogger relations and short term needs to identify and communicate with bloggers for client work. I have worked with PR firms recently that still do not accept the validity of blogger outreach. This post will provide them with some useful information. Thanks.

  8. Elizabeth
    January 18, 2011 @ 11:43 pm

    Great post, Deirdre. I hadn’t considered your tactic of utilizing personal friends who may have connections as a “way in” to bloggers. In the past, I have primarily utilized Twitter (as everyone above has) to familiarize myself with the blogger and his/her interests, join discussions with him/her and then further the communication via email. Great ideas, everyone!(And thanks again to you, Valerie and Harrison for the shout-out on PRStudChat!)

  9. Deirdre
    January 19, 2011 @ 8:04 am

    Thanks, Elizabeth! We use Twitter a lot to cultivate relationships with bloggers. But, when you are in need of quick blogger activation, we found that a close circle of friends, in most cases, can give you the introduction you need to start a successful program. Now, there will be instances when the industry or the type of blogging is very specific and perhaps your initial contact might not know the blogger that you want to connect with. For example, when we worked with another client, it took about two or three friends of friends to get us to an individual who was able to connect us with the right bloggers for the program. A few more levels of connections, but it still worked. Thanks for sharing your experience.

  10. Deirdre
    January 19, 2011 @ 8:09 am

    Hi Allen….Thank you for sharing your thoughts and I’m glad the post provides you with useful information!

  11. Hugh Macken
    January 25, 2011 @ 8:29 pm

    Hi Deirdre! Thank you for sharing this case study. I think what stands out to me with your approach is the one to one personalized approach. Starting very small and very personalized has proven to be a highly effective approach for me as well. Sending bulk messages is seemingly super efficient but I’ve seen again and again it just does not work. Again, thanks for sharing your real world experience and the theory behind your approach.

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