After a shaky entrance to the cocktail party of communications professionals, bloggers are now willingly invited.
With so many journalists leaning on blogs for stories, blogger outreach is more important than ever. Here are a few ways you can reach them successfully:
The indirect pitch can be a strike
Blogs, like social media channels, give PR professionals earned media: If a blogger mentions your brand in a post, you’re gaining exposure to their community. This becomes especially powerful when a journalist is part of a blogger’s community.
Journalists use blogs to research their stories, and the cherry on our communications sundae is something we’ll call the “indirect pitch”: A blogger interests a journalist in your story, and you end up with more coverage via traditional press coverage.
The communications ecosystem is more interconnected than ever, and engagement between content sources can amplify and carry our message.
But how do we engage those key bloggers and journalists?
Good blogger outreach takes a mix of good legwork and good tools