September 15, 2011

Why are you so afraid of engaging bloggers?

Tips for how your agency or firm should do outreach the right way AbrahamUnlike a few years ago, today everyone at least pays lip service to reaching out to bloggers, the same way that PR people have always reached out to mainstream media. That’s what my company, Abraham-Harrison, does and lots of other companies try to do it, too. But I am still surprised that many companies don’t do blogger outreach, even today. My conclusion is that what is holding them back is fear. Simply put, blogger outreach is scary.

And it’s not a completely irrational fear. It is true that bloggers are unpredictable and we all know, thanks to posts by the Consumerist and the Bad Pitch Blog, that one false move and you’re public mincemeat. Publicly shamed, drawn, quartered and, finally, drummed out of the corps.

We all know this, except that it isn’t so. The biggest faux pas that most agencies commit when they test the waters with blogger outreach has less to do with the natural meanness of the bloggers  and more to do with the behavior of the agencies. In many cases, the bad experiences that many agencies blame on the rudeness of the blogger is square on the agency’s shoulders.

It is a case of the abuser blaming the victim, the blogger.

In truth, the blogger often has no context for a PR outreach, has never been part of the publicity machine, and often doesn’t know what’s expected, what proper and improper behavior is, and most often is just behaving naturally and not part of some insidious cabal aimed at defaming you or your brand or your personal reputation. Continue reading

August 24, 2010

Webinar on what’s new with social media releases


JD LasicaI‘ll be giving a webinar on social media press releases, along with Mark Budgell of Hewlett Packard, in a Bulldog Reporter/PR University event on Sept. 9.

Social Media Release Update: Use the Latest Templates, Tips and Inside Tricks to Boost Pick-Up will show participants how to create and write your own social media releases, the best and most practical SMR templates to use and which social media widgets to include.

In the 90-minute online presentation, we’ll also cover how to distribute social media releases and how to monitor and measure the reach of your new, supercharged press releases, resulting in greater reach and results among online influencers covering your brand, product or company.

If you use social media releases or can point to some interesting examples, please share them in the comments below — and let me know if I can use it in my presentation.

Webinar details:

When: Thursday, Sept. 9, 2010, 1 p.m. EDT, 10 a.m. PDT

Cost: $299 per registrant. Session details. Register here.

How: All you need is a computer and an Internet connection.

What you’ll take away:

  • New Opportunities: How to become an expert in issuing the latest Social Media Releases
  • SMR Update: Latest developments, recent templates, who social media releases reach now — and how they are being used to build a bigger digital footprint
  • Common myths and examples of social media releases
  • How to incorporate social media elements into traditional releases — and how to update your online newsroom to include these elements, as well
  • Convincing Data: How to sell SMRs to skeptical management and clients
  • Strategic Planning: How to incorporate a Social Media Release Strategy in your PR plan this year
  • Continue reading