The crux of wading into the estuary between social media and public relations is that you want to play nice, but may not be perceived that way. At an advertising agency, the speed of business is more aptly described as business on speed. Still, clients want to connect with social media influencers.

You can’t put the cart before the horse.

Anyone wise to the methodology of social media outreach will tell you it’s about the dialog and relationship. But what happens when Monday morning brings you a new client who needs outreach done immediately to a market segment you haven’t yet had the opportunity to dialog with?

We must touch the influencers with our client’s information, but at the risk of being perceived as disingenuous PR hacks trying to schlep corporatespeak and propaganda. Sure, a hat-in-hand approach can be effective, but the majority of the bloggers I will approach this week will likely discard what I send because they don’t know me.

Is a well-thought social media release and perhaps a comment or two on the person’s blog ahead of time enough to at least put the reason for your email in front of them for consideration? I don’t know, but am about to find out.

Are there other methods of outreach, keeping in mind the immediacy of the issue and the lack of front-end relationship building, you have found effective?

Related Stories You Might Find Interesting

  1. Blogger and Social Media Outreach Code For Government by Colin McKay
  2. How PR Professionals Can Avoid Bad Blogger Outreach in 3 Easy Steps by Scott Monty
  3. Blogger Relations: Good Intentions, Bad Execution, Lessons Learned by Todd Defren
  4. Creating a Blogger Outreach Code of Ethics — Take 1 by Kaitlyn Wilkins
  5. Are Skateboarders More Savvy Than Social Media Experts by Colin McKay

IMAGE: From sparktography on Flickr.

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About Jason Falls

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).

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Comments & Reactions

Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • Rodger D. Johnson


    I think it’s about reaching out first. Also being up front about your situation may win the sympathy of bloggers to at least listen.


  • Jason Falls

    Thanks for the thoughts Rodger. Fortunately, I’ve had a couple days leeway as we ramp up some programming chores. Unfortunately, I’m still going to have to go at them hat in hand. Good points, though.

  • Steven Snell

    Hi Jason,
    I just found your blog through your StumbleUpon profile. You have some good information here and I’m subscribed.

  • Jason Falls

    Hey Steven,

    Thanks for the comment. I’m glad you found me and have subscribed. Hopefully, I’ll keep up the pace and quality to your liking!