The Ten Commandments of Blogger Outreach

transcript

finnsurvey

the 10 commandments of blogger outreach

05/05/2012

FINN Public Relations

Kristien vermoesenmanaging Partner

www.finn.bekristien.vermoesen@finn.beTwitter: @kris10vermoesenFB: facebook.com/FINNPR

finn10 commandments of blogger outreach

finn survey among bloggers: what do you think about pr professionals efforts when they contact you?

these are the rules the bloggers specified for pr professionals

all quotes are comments from the bloggers

some fun facts about bloggers:

it’s generally oKay to pitch bloggers

in fact, most of them get a lot of pitches (remember that)

Now, about those commaNdmeNts

#1you will allow hands on time with the product

“letting me test the product you want me to write about is the least you can do, i think.”

“i couldn’t resist the offer to go on a roadtrip with a new car for four days. seemed like fun.”

#2you will not try to control the blogger’s opinion on the product

“i will write about the product you give me. but if i don’t like it, i will write just that”

“i don’t mind writing about stuff i get. but it’s always my opinion and no one else’s.”

#3you will get their name and title right

because it’s the least you can do

another fun fact

a 60% success rate isn’t very impressive, is it? wonder why that is?

#4you will read their blog before reaching out

because you wouldn’t pitch a journalist if you didn’t know his work or field either

#5you will make sure your pitch is targeted to their specialty or subject

“we have a car blog - strictly about cars - but we constantly receive pitches about liquor, watches and other “men” stuff. we don’t write about that, and yet the same agencies Keep sending those pitches to us.”

#6you will dial down the commercial tone of your pitch

“don’t treat me like a pr tool. i am human.”

note: this is a complaint that bloggers share with journalists, incidentally (as research by jordi xifra shows)

#7you will not underestimate the bloggers

“even though we do this blogging stuff in our own time, we often Know stuff before you do.”

hint: bloggers also know that hi-res pictures are not a real payment!! (*gasp*)

#8you will not give them the feeling that they should feel honoured to be contacted

they know you need them. yet 23 percent of them complain about getting treated liKe second class journalists.

#9you will respect the “no”

(or be willing to pay)

“if i like the subject and we can use it, i will accept. if i don’t like the pitch but the agency insists i write about it, i expect compensation.”

#10you will give bloggers the option to unsubscribe

(do this for journalists too. seriously.)

full results & analysis:http://www.finn.be/blogs/bloggers-and-pr-it-me-youre-looking

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The Ten Commandments of Blogger Outreach

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