December 17, 2012

Turn your website into your social media brand HQ

by Chris Abraham

None of us own anything we do or create through our social networks. Upgrade your website to be more than just a landing page; learn how — and why — it can be your communications and engagement hub. Continue reading

October 12, 2011

Real bloggers and real blogs always trump Robot Armies

by Chris Abraham

Blogger outreach isn’t a one-time, campaign-oriented approach. Rather, it’s a relationship that lasts for years between you and each blogger. Find out why real bloggers — and real blogs — always trump the robot armies that roam the internet. Continue reading

October 5, 2011

Real Americans don’t care much about A-list blogs

by Chris Abraham

I had breakfast with John Bell of Ogilvy a number of years ago. He didn’t see the value of investing limited budget, time and resources on the long tail when those treasures would better be used to woo the high-fliers, professionals, top-cows and A-listers. That’s fair enough, and surely a common question, and a question we must address close to the beginning of every sales call we make at our agency when we propose blogger outreach to a prospective client.

The value comes from penetration, permanence, perseverance and persistence. There are only a finite number of members of every organization’s email list. Mashable and TechCrunch have a sizable but vertical (narrow) audience. Continue reading

September 28, 2011

How to pitch bloggers so they’ll post about you

by Chris Abraham

Last week I told you how not to pitch a blogger in your PR outreach, so it raises the pregnant question of what exactly should you do?

For about five years now we’ve seen an extraordinary number of clients and potential clients who have frankly been afraid of blogger outreach because of the poor practices of companies and brands that have stumbled in their attempts to engage the blogosphere. So today I wanted to walk through our process to show you how it’s done. Just how do you pitch a blogger? Continue reading

September 21, 2011

How not to treat bloggers and how not to pitch blogs

by Chris Abraham

In the five years that we’ve been reaching out to bloggers, we’ve learned just as much about how not to pitch as we’ve learned about the right ways. Avoid the lion’s share of pitching mistakes by being genuine and present in your outreach. Continue reading

December 17, 2009

Transitioning to a digital news world

by JD Lasica

Transitioning from a print to a digital news world from JD Lasica on Vimeo. If I were starting out in journalism today, I’d probably opt to work for a Web-based publication — or start my own — rather than learn the ropes at a newspaper. Because those ropes are becoming increasingly frayed. We’ve been checking in periodically with young people … Continue reading