finnsurvey
the 10 commandments of blogger outreach
05/05/2012
FINN Public Relations
Kristien vermoesenmanaging Partner
[email protected]: @kris10vermoesenFB: facebook.com/FINNPR
finn10 commandments of blogger outreach
or:
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
finn10 commandments of blogger outreach
some fun facts about bloggers:
finn10 commandments of blogger outreach
it’s generally oKay to pitch bloggers
finn10 commandments of blogger outreach
finn10 commandments of blogger outreach
in fact, most of them get a lot of pitches (remember that)
finn10 commandments of blogger outreach
finn10 commandments of blogger outreach
Now, about those commaNdmeNts
finn10 commandments of blogger outreach
#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.”
finn10 commandments of blogger outreach
#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.”
finn10 commandments of blogger outreach
#3you will get their name and title right
because it’s the least you can do
finn10 commandments of blogger outreach
another fun fact
finn10 commandments of blogger outreach
finn10 commandments of blogger outreach
a 60% success rate isn’t very impressive, is it? wonder why that is?
finn10 commandments of blogger outreach
#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
finn10 commandments of blogger outreach
#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.”
finn10 commandments of blogger outreach
#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)
finn10 commandments of blogger outreach
#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*)
finn10 commandments of blogger outreach
#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.
finn10 commandments of blogger outreach
finn10 commandments of blogger outreach
#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.”
finn10 commandments of blogger outreach
#10you will give bloggers the option to unsubscribe
(do this for journalists too. seriously.)
finn10 commandments of blogger outreach
full results & analysis:http://www.finn.be/blogs/bloggers-and-pr-it-me-youre-looking
finn10 commandments of blogger outreach
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