June 18, 2012

Keep blogging even after you fracking hate it

http://goinglikesixty.com/wp-content/uploads/2007/10/i-have-nothing-to-say.gifChris AbrahamThere’s no reason to ever let your blog go fallow. Unlike leaving farmland unsown for a period in order to restore its fertility as part of a crop rotation, there’s no benefit in ignoring your blog. To be honest, it really doesn’t matter what you do to keep your blog running on a daily basis, but it’s essential that you don’t allow your blog to be categorized as “archived” by search engines, to say nothing of being forgotten by your readers. First, I will address why keeping your blog updated is essential to search engines and how fickle Google is. Google is worse than a Harvard Dean when it comes to judging you. “What have you done lately” is the name of the game and it is better for your career as a blogger to write filler during those times you’re not in the blogging mood: you’re having a crisis of faith, distracted by something else, or time-crushed by a well-paying job, for example.

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June 12, 2012

Don’t roll your eyes at social media influencers

Why insincerity doesn’t work in PR, sales, marketing & online media

Chris AbrahamI experience a lot of contempt for bloggers and social media influencers. From agencies and marketing firms as well as from self-professed social media experts and social media gurus. Bloggers and other social media online influencers may not know who Edward Bernays is or have the lingua franca of a trained communications professional, but they sure can spot the eye roll of condescension and contempt from a mile away, even through the terse messaging of a single pitch.

While the biggest brands with the biggest gifts and social cachet can get away with being douche bags and intolerable asses because the level of peer and personal prestige and importance more than compensate for bad manners, rudeness, and a condescending manner — the proverbial upturned nose and eye roll — this sort of behavior isn’t acceptable from anyone but the crown king and queen of their particular demographic. Continue reading

January 4, 2012

Become a big fish by starting in a smaller pond

Chris AbrahamIt’s always a tough question: would you rather be the smallest fish in a big pond or the biggest fish in a small pond? Would you prefer to be the ugliest pretty person or the prettiest ugly person? Would you prefer to have the lowest IQ at MIT or the highest IQ at State?

This is all according to your preference, but when it comes to a blogger outreach campaign, the decision is never so zero-sum, not nearly so either/or. You can always do both, right? You can always secure hundreds of long-tail earned media mentions while you’re desperately working on securing coverage on Mashable and TechCrunch. You can lock in hundreds of posts short term while you’re wining and dining Pete Cashmore in Manhattan to make sure you become BFFs, so that you’ll have that inside track on getting column inches for your future newsworthy announcements.

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November 29, 2011

Detailed analysis of the perfect blogger pitch

email

Image by Sean MacEntee via Flickr

Chris AbrahamOver the last five years that Abraham Harrison has been pitching bloggers on behalf of clients, we have learned a thing or two about how best to reach bloggers, how to engage them, how to get them to carry our client’s message to their readership. Whether we’re doing an outreach to the bloggers of mainstream media and celebrity blogs or to someone who has just set up a blog for the first time, it all begins with the message model. Continue reading

October 12, 2011

Real bloggers and real blogs always trump Robot Armies

robot army

Chris AbrahamLast week, I talked about using the long tail of blogger outreach — the idea that you can’t pin your hopes for most public relations efforts on only the A-list bloggers. For each outreach, there are hundreds and often thousands of bloggers that are not well-known but have influence on the very people that your PR campaign is trying to reach.

I’ve written in the past about how to put bloggers first when you reach out to them, but today I want to make sure that you don’t see blogger outreach as a one-time, campaign-oriented approach but rather a relationship that lasts for years between you and each blogger. For blogger outreach to work on an ongoing basis, you need to be endlessly generous and endlessly appreciative. And the main way that you show your appreciation is to do as much of the work for them as possible.

You need to make sure you’ve set up the pitch and the campaign. Your message must be essential and clear enough that each blogger can potentially go from reading the email pitch to clicking the post button on their blog well within five minutes. Any more and we maybe get only a tweet or a Facebook Like.

We need to be clear in our email that we want a post and the pitch to be shared with the readers of the blog. In our social media news releases, we need to make sure that everything can be copied and pasted as-is, that images are the correct size, that the links are already embedded, that copy and text is simple to copy and block-quote and that any and all banner ads or videos have a handy and easy to find embed code right there.

One cannot assume any technical proficiency, one cannot assume any PR or communications experience, one cannot assume that any blogger knows any PR-speak or knows how to deal with an embargo. One cannot assume that anyone knows what a press release is, or a social media release or what PRWeb is or, heaven forbid, how to keep an embargoed message holy. Long story short, if the message in any way seems more complicated or time-consuming than each blogger fancies it’s worth, then you’ve lost them. Continue reading