Posts tagged as:

pitching bloggers

5 Ways to Measure Blogger Outreach ROI

by · May 17, 2012

A friend of mine recently emailed me to say that she has a new client but they’re wary of doing a blogger outreach program, and do I have any metrics about outreach ROI, especially for driving sales?

I wrote back: You’re asking for the holy grail.

However, while linking ROI to blogger outreach is not simple, it’s also not impossible. Think about the decades (centuries?) of PR people who have gone before us. How did they determine ROI on media outreach when all they had was “impressions” (a very fuzzy number that was, and is: self-reported from print and broadcast media)?


What Motivates Bloggers?

by · June 23, 2011

If you’re a public relations or communications person who works with bloggers, you’ve probably figured out by now that every blogger is unique. Pitching bloggers is not the same as pitching traditional journalists, because every blogger is motivated differently, whereas journalists are generally motivated to write because they’re being paid to do so and with a (usually) clear editorial direction.

Bloggers, on the other hand, work mainly for themselves. (For the purposes of this post, we’re talking about non-corporate bloggers – those that create and maintain blogs for their own personal use, or as a small business in and of itself.) So determining the motivation of an individual blogger is the key to pitching them successfully, because if you can address their needs, you can often get them to write about your product or service.


Connecting With Super Bloggers? Think Content.

by · April 7, 2011

Robert Scoble doesn’t strike me as a media baron. When I had lunch with the technology evangelist a few years ago, he came across as likeable, interesting, curious and of course connected to everything technology.

But looks can be a little deceiving.  Since co-authoring Naked Conversations in 2006, he’s built up an army of followers and now wields influence that would make a media buyer drool, particularly in Silicon Valley, home of geeks and early adopters.

Image representing Robert Scoble as depicted i...

Image via CrunchBase


How To Create A [Good] Blogger Pitch

by · January 27, 2011

Because I work with a number of PR firms, and have worked for a PR agency in the past, I’m well aware of the difference in pitching bloggers vs. journalists.  The problem is, most PR people aren’t.  My blogger friends bitch and moan to me constantly about the bad pitches they get from PR people, and how many mass emails they receive.  But c’mon folks, it’s been years since this problem was identified and there have been lots of attempts to help PR people understand the difference.  Yet blogger outreach still seems to be a problem for most PR practitioners.


Bridging The Gap Between PR And Media

by · July 22, 2008

VocusJoin me tomorrow afternoon as I moderate the latest in the Vocus Webinar Series with a one-hour session entitled, “The More Things Change; Bridging The Gap Between PR And Media.” The webinar begins at 2 p.m. ET/11 a.m. PT and is free to all comers. I’ll moderate a discussion with two outstanding new media journalists — Ben Worthen of the Wall Street Journal and Colin Delany of

To register, visit

Some of the topics we’ll cover include:

  • What has changed in the media landscape?
  • What makes good public relations professionals stand out?

There Is No Perfect Pitch, Only Perfect Pitches

by · July 9, 2008

Public relations can stand to learn a lot from Howard Moskowitz. The legendary experimental psychologist, whose research and work is chronicled most excellently by Malcolm Gladwell in a speech at a February 2004 TED (Technology, Entertainment, Design) Conference, essentially reinvented the consumer product goods category. His revelation essentially concluded that consumers don’t know what they want and are much happier given several varieties of a product to choose from than the most popular version selected from focus groups or other research.


Righting The Ship In The Public Relations Industry

by · June 9, 2008

PRSA Digital Impact ConferenceTomorrow I will be a part of a panel discussion at the Public Relations Society of America (PRSA) Digital Impact Conference focusing on blogger outreach. Wednesday, a special, live BlogTalkRadio edition of, “For Immediate Release,” the outstanding podcast from Neville Hobson and Shel Holtz, will put several interested parties at the table to discuss the same issue, specific to PR spammers.

Preparing for the week, I’ve put a great deal of thought into what I can contribute to the conversation with the end goal in mind of making the environment better for everyone involved. As much as Gina Trapani’s PR Spammers Wiki and Chris Anderson’s list of banned email addresses were, in my opinion, childish and unproductive, I don’t want them to be bothered by lazy or ignorant public relations professionals any more than other bloggers or journalists.


Pitching Bloggers: An Interesting Case Study

by · May 16, 2008

My recent list of tips on pitching bloggers garnered a fair amount of attention and comments. One reaction that caught my attention was from Allison Blass, a public relations pro (her title is New Media Coordinator) at MWW Group. She disagreed that pitching as if you’ve read the blog is the right way to go, saying, “The one problem I had was with your suggestion that PR people should act like they read the blog on a regular basis. While this might work for some people, some bloggers can see right through this.”


How Do I Get Placement On Blogs?

by · April 28, 2008

A fellow public relations professional posed the question: “How do I get placement on blogs?” The answer I gave was honest and to the point, but it didn’t address the a hidden problem in his approach.

[flickr style=”float: left”]photo:126354515[/flickr]My answer was something along the lines of, “Pitch bloggers the way you would primary targets within traditional media. Do your homework. Personalize your pitch. Reach out in a manner that suggests (hopefully honestly) that you’re trying to build a relationship and provide something valuable to his or her audience. If you truly are, the blogger will respond just like the Wall Street Journal editor or nightly news correspondent would.” And while that is absolutely the way I would approach trying to “get placement” on blogs, his question beckons a tad more discussion.