You have an amazing event coming up, and you want coverage from bloggers. Great idea. Here are three examples of how not to reach out.

1. Don’t go for the one-size-fits-all email blast. Identify your potential key influencers, then research their background to make sure the event is the right fit.

Real-life example: I’ve been a fashion editor and journalist for more than 10 years, so yesterday’s email inviting me to a fashion event where I can experience a real-life magazine fashion cupboard and improve my creative fashion writing didn’t go down so well.

2. Don’t plan an event weeks in advance and then think: “S**t! We need some online coverage,” and invite the bloggers two days in advance. Just because we work in an immediate medium doesn’t mean we can attend events immediately.

Real-life example: Way too many to list. Happens every day. I am busy. Very, very busy running my business, and I can very rarely attend events at less than a week’s notice.

3. Don’t blow your budget on the event and then think: “Fantastic! We can get shedloads of free coverage by getting a blogger to come to live-blog the event for us. They’ll be super grateful for the opportunity and the access.”

There’s a difference between asking a blogger to attend and hoping they may cover the event (as you would with a journalist) and expecting them to write what is essentially promotional copy for your client or brand. Bloggers are a lot more sophisticated these days and can smell blog-sploitation a mile away.

Real-life example: I was asked to come to a department store and live-blog for three hours from the event—in return for a pair of jeans.

London-based Sasha Wilkins ranks among the world's most influential fashion voices. She runs LLG Media, which encompasses LibertyLondonGirl, her award-winning blog and Twitter feed, and her social media consultancy business LLGConsults.

A version of this story originally appeared on the blog COMMS Corner.