Social Media is a brand new world for many experienced pr and marketing world people. They can't count on all the old rules and procedures that have always been in place. Bloggers aren't newspaper writers, they aren't magazine editors. They are a new, unique entity all their own with different protocols and etiquette. It's rude not to mention inefficient to complain about bad pitches or bad pr people and not try to help them learn to be better when dealing with bloggers.
In the spirit of helpfulness here are five tips for marketers and pr staff to keep in mind when pitching bloggers.
1. Know why you're pitching a specific blogger
Read the blog. I don't mean read the three most recent articles, I mean spend some time in the archives, subscribe to the feed, become familiar with the writer's style and her subject matter. Don't just pitch her because she's a woman and your company or client wants to sell products to women. If you can't figure out a specific reason to pitch this blogger other than she fits into a certain demographic box then don't pitch her. And I'm talking a real reason here. If someone writes about Apple products almost exclusively then she isn't a generic tech blogger and doesn't want to hear about your new software for Vista. If he's a vegetarian food blogger interested in the slow food movement he probably doesn't want to hear about your client's new line of frozen dinners.
In the spirit of helpfulness here are five tips for marketers and pr staff to keep in mind when pitching bloggers.
1. Know why you're pitching a specific blogger
Read the blog. I don't mean read the three most recent articles, I mean spend some time in the archives, subscribe to the feed, become familiar with the writer's style and her subject matter. Don't just pitch her because she's a woman and your company or client wants to sell products to women. If you can't figure out a specific reason to pitch this blogger other than she fits into a certain demographic box then don't pitch her. And I'm talking a real reason here. If someone writes about Apple products almost exclusively then she isn't a generic tech blogger and doesn't want to hear about your new software for Vista. If he's a vegetarian food blogger interested in the slow food movement he probably doesn't want to hear about your client's new line of frozen dinners.
2. Never Pitch a Blogger Who Doesn't Want to Be Pitched
Blogger pitch policies are still few and far between (look for an example from me early next week) but make sure the blogger you're pitching doesn't have one in place. It might be as simple as Merlin Mann's note on the contact page for 43 Folders:
3. Know Who You Are Pitching
Read the about page. Know the blogger's name and use it. Don't say "Dear Blogger." Don't say "To whom it may concern." Don't reference dogs if the blogger loves cats, don't reference kids if the blogger doesn't have any. If you can't figure out the name of the blogger you're pitching and a few details about him or her then don't pitch the blogger.
4. Never, ever send a press release or other attachment without a message accompanying it
This is a personal pet peeve of mine. I get many pitches for Consuming Louisville that are nothing more than a blank email message with a press release attached. This is like putting a box inside my front door with no address label on it and no note or any other indication of why I should a) trust that it's not malicious and b) be interested in seeing what is inside. Most press releases that are attached to blank email messages get deleted immediately. If you don't have time to write a message to the blogger you're pitching then you don't have time to pitch the blogger.
5. Make your message personalized
You're talking to one person who blogs not a machine, not a corporation. You yourself are one person, not a machine, not a corporation. Have a human conversation. Explain who you are why you're writing, why you think he might be interested in what you're writing. Don't make up a reason and don't feel like you have to praise the blogger excessively. Everyone loves compliments but being over complimentary when you're pitching. If you can give the blogger the information you want him to have without actually sending a press release then you've done a good job.
OK I couldn't leave it at just those five. So the bonus:
6. Clearly provide an option for opting out of all content from you.
Make absolutely certain the option is easy to read and easy to complete. And for the love of all that is holy respect the opt out! If a blogger indicated she doesn't want to receive material from you that means your company, your client, your assistant and everyone else on your team. If she's opting out, she's opting out.
Blogger pitch policies are still few and far between (look for an example from me early next week) but make sure the blogger you're pitching doesn't have one in place. It might be as simple as Merlin Mann's note on the contact page for 43 Folders:
Merlin never requests or accepts promotional materials, so please don't send 'em, okay? Thanks. You rule.Also look for hints in the blogger's writing (because you are reading the blog right? See number 1) that he isn't interested in pr pitches in general or specific industry pitches.
3. Know Who You Are Pitching
Read the about page. Know the blogger's name and use it. Don't say "Dear Blogger." Don't say "To whom it may concern." Don't reference dogs if the blogger loves cats, don't reference kids if the blogger doesn't have any. If you can't figure out the name of the blogger you're pitching and a few details about him or her then don't pitch the blogger.
4. Never, ever send a press release or other attachment without a message accompanying it
This is a personal pet peeve of mine. I get many pitches for Consuming Louisville that are nothing more than a blank email message with a press release attached. This is like putting a box inside my front door with no address label on it and no note or any other indication of why I should a) trust that it's not malicious and b) be interested in seeing what is inside. Most press releases that are attached to blank email messages get deleted immediately. If you don't have time to write a message to the blogger you're pitching then you don't have time to pitch the blogger.
5. Make your message personalized
You're talking to one person who blogs not a machine, not a corporation. You yourself are one person, not a machine, not a corporation. Have a human conversation. Explain who you are why you're writing, why you think he might be interested in what you're writing. Don't make up a reason and don't feel like you have to praise the blogger excessively. Everyone loves compliments but being over complimentary when you're pitching. If you can give the blogger the information you want him to have without actually sending a press release then you've done a good job.
OK I couldn't leave it at just those five. So the bonus:
6. Clearly provide an option for opting out of all content from you.
Make absolutely certain the option is easy to read and easy to complete. And for the love of all that is holy respect the opt out! If a blogger indicated she doesn't want to receive material from you that means your company, your client, your assistant and everyone else on your team. If she's opting out, she's opting out.
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