One of the new frontiers for public relations professionals (one of which I aspire to be) is pitching bloggers. They’re nearly as valid (and sometimes have just as many readers) as traditional news outlets, so why shouldn’t we get in touch with them about a story that may be of interest?
In my experience, it’s hit or miss, some bloggers like to be contacted and others don’t. And there are plenty of rules out there on how to do it- as well as how NOT to do it.
One blog that consistently teaches lessons on good and bad pitching techniques is The Bad Pitch Blog.
Another blog with some good ideas on pitching, including the ideas below, is here:
• Address the blogger by his/her name, or just say “hi.” Never say “dear editor” or “dear sir/madam” (honest, I get pitches addressed that way.)
• Don’t tell anyone they “must” or “should” write a story or book a guest. Instead, explain why the topic is of interest and why this person an expert worth knowing. Don’t be cute.
• Reporters and bloggers all follow headlines. Explain how the idea or person you are pitching ties into a current news item or a trend.
• Let the blogger know you’ve at least looked at the publication and see if you can find something to praise. For God’s sake though, don’t say “Loved your great post the other day” unless you read it and you mean it. People who look at dozens of releases and pitches a day can pick up on baloney faster than a hungry hound.
• Don’t whine if you don’t get coverage by saying you “can’t believe” the blogger didn’t include, won’t write about, haven’t heard of XYZ company.
• Bloggers aim to provide a personal view of the news. They write in conversational style as an antidote to the canned news of traditional media. Why would you send a canned PR-speak pitch?
• Run your content through Bullfighter or similar software to be sure it is bullshit and jargon-free before you send it out.
