Bloggers aren’t just an online source anymore. The big ones, the “super-bloggers,” are expanding their media empire from small screens to large ones and virtual relationships to “real world” with tremendous PR potential for your clients. You can tap into this power by following some timely tips.
Effective blogger relations can expose your client to bigger and better audiences, making them part of meaningful conversations that ultimately translate to increased awareness. This is particularly true now that certain bloggers own more of the media landscape than ever before. Many broadcast outlets book local bloggers as contributors, and top-tier newspapers accept contributions from regional bloggers.
To help leverage relations with the “super-bloggers,” take advantage of these timely tips:
It’s not about you. Bloggers don’t care about your brand’s agenda, period. Their main focus is their audience. So when pitching an idea or product, get to know that audience – what do they want to hear about, what product might be useful for them, etc. You can’t always tell who the audience is by the blog’s name. Do the homework — it’s never worth ruining your relationship with someone over a lazy pitch.
Keep track of everything! Keep accurate records of the following: which of your story ideas a blogger has covered in the past, the last time you spoke, what approaches have worked well and what fell flat. When it comes to family / parenting bloggers I find it’s helpful to know personal details such as if they have children, and the children’s ages – this information is particularly valuable when pitching toys and other children’s products.
Think beyond the blog. Make sure that whatever idea you’re pitching is not only appropriate for the blog – but for expanded opportunities as well. Visualize the potential broadcast segment or event inclusion and outline ways to make it work. Blogger promotions and partnerships should also be taken into consideration – these are mostly pay to play, and it’s important to do your research and keep in mind that not every blogger is right for a paid promotional partnership.
Keep talking (and helping). Keep the conversation going! Check in on editorial calendar opportunities that may be a perfect fit for your client(s), upcoming events that might be worth attending or sponsoring, any Twitter chats that you and/or your clients should participate in, etc.
With a little homework and a solid strategy, these regional superstars could help elevate your client’s brand. What are your tips for developing relationships with bloggers?