This document provides tips for developing relationships with bloggers and targeting them for outreach efforts. It discusses researching popular blogs and bloggers, defining clear asks, building relationships by learning about bloggers' interests and pitching preferences, and justifying how pitches will benefit readers. The document also covers creating fact sheets, media advisories, and media kits to share information with journalists and bloggers.
4. LET’S
TALK
BLOGGERS
• Here’s
how
I
target
bloggers
• www.technoraT.com
• www.blogged.com
• www.followerwonk.com
• Good
old
fashioned
grunt
work
• What
blogs
are
bloggers
reading?
• RSS
feeds
• Follow
the
trail….
• Bloggers
can
be
your
best
friend
or
worst
enemy.
• Prepare
for
both.
5. Blogger
RelaTons
The
Differences
• 77%
of
Internet
users
read
blogs
• 89%
of
journalists
conduct
research
on
blogs
• 72%
of
bloggers
blog
to
share
experience
• 61%
of
bloggers
supplement
their
income
by
blogging
• Bloggers
may
not
have
a
big
audience;
that
audience
might
have
a
big
audience.
6. Blogger
RelaTons
The
Differences
• Bloggers
don’t
break
news
• Bloggers
answer
to
readers
and
communiTes,
not
editors
or
news
directors
• Bloggers
didn’t
graduate
from
J
school,
let
alone
Scripps
• Bloggers
don’t
have
daily
deadline;
they
don’t
need
press
releases
• Bloggers
can
get
paid
to
promote
products;
they
just
have
to
disclose
payments.
7. Blogger
RelaTons
• Define
The
Ask
• Do
you
want
to
giveaway
products?
• Do
you
want
a
guest
post?
• Do
you
want
an
interview?
• Do
you
want
to
be
part
of
their
links
page?
• Do
you
want
permission
to
use
their
name
as
part
of
future
outreach?
8. Blogger
RelaTons
• Build
A
RelaTonship
• What
do
they
like
to
write
about?
• How
do
they
want
to
be
pitched?
• How
far
in
advance
to
they
work?
• What
is
their
favorite
post?
9. Blogger
RelaTons
• JusTficaTon:
Offer
a
simple
declaraTve
sentence
as
to
why
anything
you’re
pitching
would
ma=er
to
the
blogger’s
readership.
• Does
it
solver
a
reader’s
problem?
• Will
it
spark
a
conversaTon
that
helps
generate
more
traffic
to
the
blog?
• Are
you
responding
to
the
blogger’s
needs?
10. Blogger
RelaTons
• Make
The
RelaTonship
Last
• Many
bloggers
use
their
blog
as
a
revenue
generaTng
instrument.
• How
can
PR
pro
drive
quality
traffic
to
the
site.
•
Link
Building
•
@menTons
on
Twi=er
and
Facebook.
11. Blogger
RelaTons
• Content
• Product
Reviews
• Research
Findings
• New
Data
13. FACT
SHEETS
• Facts in outline or bullet form that reporters
can use when writing a story
• Types of fact sheets
– Upcoming event
– Organization profile
– Summary of product or service
• FAQ format is a frequently used variation
• If you use bullet points, outlines are key.
14. FACT
SHEETS
• Organize
your
facts.
• Everything
can
be
broken
down
into
two
or
three
groups.
16. MEDIA
ADVISORIES
• Tell assignment editors about upcoming news
events or opportunities or local angles.
• Format
– One page
– Headline
– Brief paragraph outlining the story with necessary
5 Ws and H
– Contact information
17. MEDIA
KITS
• Basic media or press kit includes…
– Main news release
– News feature
– Fact sheet(s)
– Photos or graphics with captions
– Biographical material on key players
– Brochure(s)
• If you have money, many will splurge on a clever
delivery system to catch attention.
• If you’re smart, save money and deliver through a
CD, email, or your website.
18. Let’s
think
like
a
reporter
again
1. Senate
Bill
Five
polling
numbers
Tghten.
2. COTA
raises
bus
fares
3. Hospital
readmissions
increase
medical
costs.
4. Mayoral
candidates
spells
out
goals
in
presentaTon.
5. FBI
nabs
killer/hijacker
from
crime
in
New
York
40
years
ago.
6. School
Voucher
plan
in
the
Ohio
Statehouse
angers
public
school
officials.
7. Bill
Tghtens
consent
rules
on
aborTon
for
minors
8. Columbus
Public
Schools
signs
new
contract
with
COTA
19. Let’s
think
like
a
reporter
again
6.
New
School
Voucher
plan
in
the
Ohio
Statehouse
angers
public
school
officials.
8.
Columbus
Public
Schools
signs
new
contract
with
COTA
2.
COTA
raises
bus
fares
5.
FBI
nabs
killer/hijacker
from
crime
in
New
York
40
years
ago.
3.
Hospital
readmissions
increase
medical
costs.
1.
Senate
Bill
Five
polling
numbers
7.
Bill
Tghtens
consent
rules
on
aborTon
for
minors
4.
Mayoral
candidates
spells
out
goals
in
presentaTon.
