There are more than 70 million blogs around the world and more are being created every second. Blogs are the new kid on the media relations block – So how do they fit in?Bloggers are extremely influential in the niche they focus on and their reach is worldwide. More and more, companies are relying on bloggers as a cornerstone of their media relations strategy. For example, CBS recently invited several influential mom bloggers to a bloggers-only press conference to release the new start time of The New Adventures of Old Christine.
Rohit Bhargava, of Ogilvy Public Relations Worldwide, has put together a list of seven tips to help incorporate bloggers into media relations strategies:
1. Before you pitch them, read their blog; don’t pitch a story about pet care to a blogger who writes about technology.
2. Track backs and comments are signs of how visible a blogger is – does your pitch help increase either?
3. Bloggers are experts in their niche.
4. Bloggers are writing what they are interested in and are not bound to write about what you may deem newsworthy.
5. Giving them free-stuff is okay; just don’t expect to control what they write about it.
6. Know who else is talking about you – bloggers network and often communicate with each other.
7. Traditional media relations still apply; bloggers want timely, accurate, and interesting material.
- from Devon Ashbridge, Verve Northwest Summer Intern
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