Working with PR Bloggers
It’s amazing how the tables have turned and public relations professionals are getting a taste of what it’s like to be the “reporter” of the news or the new influencer. It is one of the greatest experiences to finally understand what it’s like to be in a “journalist’s’” shoes. Of course, I use the word journalist in quotes, as I’m certainly not formally trained as a journalist. I just feel like I’m a born writer at heart.
I’ve been blogging at PR 2.0 Strategies since 2007. However, it’s really been this past year or so that has made me feel that I’ve taken on this new and very interesting role – blogger. As a PR person, I was trained not to send anything to anyone without researching first and learning about the person’s audience and area of expertise. These were the golden rules of media relations. And, not too far off, are the magic rules of blogger relations where people who want to connect with bloggers must learn how to listen first and then figure out the best type of information/content and manner in which to engage with the blogger.
There are people who definitely approach me the right way and then there are those who still send the blind “pitch.” I don’t really feel annoyed or aggravated at these emails or DMs on Twitter. It’s just such a waste of their time to even reach out because this type of correspondence is usually deleted. I see a lot of emails with news releases in the body of the email, which tells me that I’m on some kind of a blogger/media list that was blasted out to a group of people in hopes that someone would take the time to report the news, or perhaps interview an executive of the company. On rare occasion, I’ve actually reached back out to say, “Yes, I find your product or platform really interesting and would really like to speak with your CEO.”
I think the LinkedIn or referral approach works. So, if you reach out to me and say that you know “so and so” and they are behind the connection, then I might be interested in hearing about your new service for PR professionals. That’s definitely a foot in the door and I’ll want to speak with you (at least you get a next step). I also think that if you just take a little time to pay attention to what I’m doing on Twitter, Facebook or to check out my last three blog posts, you can tell a lot about me. Then you can say that you saw I was writing about PR 2.0, monitoring, measurement, social media plans and policies, etc. Checking out my content is the best way to learn what I’m interested in and better yet what I think interests my blog community.
Now if you really want to go the distance, you will check out the comments on my blog and even try to interact in my community (of course after observing how the community behaves) or by checking out the monthly #PRStudChat discussion and interacting with me there or even on #journchat, where you can usually find me every Monday night. I think there are a number of ways to connect with me. I actually think I make it pretty easy for people to talk to me. I guess that’s just because I’m in PR and I love to meet new people and uncover interesting ways people are connecting and learning new strategies in public relations, marketing and social media.
Once you have the connection with me, you’re automatically a part of my community. I’m very appreciative of all of my community members. Chances are, if the information you share is relevant and valuable, I’ll use and/or share with my friends. Many of you who know me, see that I enjoy helping people with their research, homework, interviews, Q&As, etc. But, I think that new friends also have to remember (and this isn’t just for me, but for any blogger), as much as we love to write, report and provide information time is always of the essence. I think that if you are working with bloggers, you must be respectful of their time and deliver quickly to reach their deadlines (similar to what you would do with a traditional journalist). I also think it’s important not to overwhelm the blogger by saying, “I have a few questions for you to answer.” I think I can speak for many that we love to help out; it’s just when you send 15 questions or more, it may be a bit too many for us to tackle all at once (unless it’s a two part Q&A). My own rule, for when I want to interview a fellow blogger, is to send about five to seven questions and then give that person the option to answer my questions, swap out a question or two if they want to focus on another topic, or they can always add a question or two, if they feel really ambitious.
For me, if you take the time to learn about me and you are truly interested in providing information that my community will find meaningful, I will always be happy to hear from you. It takes a minimal amount of time to learn about a blogger and the results could be a relationship/friendship that lasts a lifetime.
For all of my PR/social media blogger friends who I rely on, interview on occasion, who I interact with daily and who teach me so much…I can’t thank you enough for your knowledge, loyalty and friendship! And, to all my PR friends who want to interact with me, I look forward to hearing from you…maybe even about this post. 🙂
How are you working with bloggers and/or how do you want PR people to approach you in your new role?
March 29, 2010 @ 8:33 am
Lots of useful info here.
You talked about interacting with a blogger for awhile before pitching them.
In my shop we’ve found this is CRITICAL to success.
Specifically, in terms of commenting the following have worked for my team (and might for other teams :):
– Leave meaningful comments, not just “GREAT post” type ones
– Even if you plan to pitch the blogger eventually – or could down the road – it is OK to disagree with what they say. Too often comments sections read like a gathering of “yes men/women” and most of the folks that I know who blog WANT to hear opposing points of view
– where applicable share content in the comments section that is not yours.
Thanks again Deirdre. I think commenting and interacting PRE any sort of self interested pitching initiatives are a real key.
March 29, 2010 @ 8:56 am
Hi Jackson! Thanks for sharing your thoughts on my post. I like that you are thinking long term and building a relationship, even if you plan to pitch later. Also, your comment about giving the opposing point of view is a very good one. We don’t always have to agree. I’ve had a few folks on my blog challenge my thoughts and at times have opened my eyes to new and interesting perspectives. PR people, in general, should not be yes men/women, whether we’re giving our opinions to the CEO or commenting on a blog.
March 29, 2010 @ 9:18 am
Hello, Deidre — although the last thing I would want to sound like is a “yes woman,” I do get a lot out of your posts, especially this one. As a relatively new blogger, I am still trying to find my voice and a balance between the personal and professional perspectives. Your posts keep relevance and relationships top of mind, and the student chat info adds a new dimension to the PR Strategy class I teach. So thank you for all you do!
March 29, 2010 @ 12:39 pm
Hello Phyllis, in this case, I think it’s wonderful 🙂 I really appreciate your feedback on my posts and if I can assist you in your blogging efforts, just let me know. Also glad to hear that #PRStudchat is helping you with your PR Strategy class. Thank you!
March 29, 2010 @ 9:47 pm
Deirdre,
Spot on. I think we’re all trying to find our way in this new media landscape. I’ve been a PR pro longer than I’ve been a blogger, but I use the same skills and enjoy both equally. PR and blogging are all about sharing information and connecting so it can be an easy fit if you’re open it to.
March 30, 2010 @ 10:46 am
Hi Ann Marie, yes sharing and connecting the right way are key points. I haven’t been blogging as long either but I notice that there are many skills that we use in relationship building that work across the board. I always try to keep in mind that no matter who I am interacting with…that person has individual preferences. Of course, finding out these preferences takes time and commitment to the relationship.
April 1, 2010 @ 12:14 pm
I have to be honest, I have only been active in SM for a short time. At first I was scared that I would be ignored, but as your post points out, it’s all about continually being active with people. Even on SM people can tell if you’re faking or being genuine. Plus it is always nice to talk to someone who really cares. Therefore I just wanted to say thanks for all the continued advice you offer. I am definitely listening in.
April 1, 2010 @ 12:21 pm
HI Kyle…I think it’s great that you are listening into the conversations. I have to admit that when I started out, there were certain communities where I felt a bit intimidated and it took a while for me to join the discussion. But, I learned the more you listen and participate with meaning, the relationships naturally follow. Thank you for sharing your thoughts with my community and I look forward to chatting more 🙂
April 25, 2010 @ 5:04 pm
Hello Deirdre, I really understood your post about how to connect with a PR blogger. I agree with your stance that if I want someone to connect with me, I would want them to try and know something about me because I would also think if a person took the effort to see the stuff that I worked on then they would seem like a person that is more committed to me. I think it is easier to work with someone who have a friendship connection with you rather than a person who just sent me something to use by email.
Thank You
Trent Callier
April 25, 2010 @ 6:41 pm
Hi Trent, thanks for sharing your perspective. I think that what you described happens naturally as you are giving of yourself and listening to the needs of bloggers and sharing the right information with them. They, of course, will appreciate your information, take an interest in you and want to share back. It’s always great to have that connection first, where you know someone and feel comfortable with them. I have formed relationships with many bloggers through conversations and commenting on their work. This has led to a reciprocal types of relationships, which are the best scenario. I think that using social media is one of the greatest ways to develop to a relationship. However, I do think that there are times that I move conversations from Twitter to email and then hopefully to an in person meeting 🙂