September 28, 2011

How to pitch bloggers so they’ll post about you

http://mlblogsphilliesphollowers.files.wordpress.com/2009/07/lee.jpgChris AbrahamLast 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?

First off, we see if we already know anyone. We know folks at the top tech blogs, so we give them first bite. By the time that shakes out, we’ll have a couple-few-thousand blogs to QA and sort out. While we’re seeing how the A-listers pan out, we develop a message model that is inclusive enough to not alienate any single blogger but specific enough that each blogger is completely clear as to who our client is and what we want from them (a post, a tweet, an embedded video, a review, etc). Continue reading