When I started blogging, I never intended on becoming a reporter.
However, considering the number of press releases I receive on a regular basis, that’s exactly how companies view me, at least in part. Don’t get me wrong, I don’t mind getting information about new products, services, technologies or new businesses, but it seems to me that there might be a better way to approach a blogger vs. a traditional reporter.
If you think about it, tapping into the blogosphere is in many ways a far better way than hoping a news entity picks up your story. A company that can capture the imagination of the blogosphere is golden. What Jobster, Indeed and SimplyHired were able to do last year via the blogerati is a perfect testament.
Here are some tips to approaching a blogger – or at least me – if you want some attention:
- Don’t send a boilerplate press release. Sending me a release via e-mail that looks like a release is a surefire way to get dropped in the delete file.
- Be human. Sending me a personalized e-mail message is a far better way to get my attention. And if I know who you are before I get your release, even better.
- Make it relevant. If you can relate your news to past opinions I’ve shared or similar companies I’ve written about, the better.
- Give me the keys. Don’t make me have to contact someone “to find out more.” Give me a temporary username/password and let me poke around myself. If I like what I’ve seen and have questions, I’ll contact you.
- Honey never hurts. All bloggers have some level of ego. I’m no different. By offering me an exclusive or “first crack” at talking about something newsworthy, I’m more likely to respond in a positive manner. (We’re also a competitive bunch who don’t mind scooping our blogging brethren.)
Broadcasting your releases to the masses of news entities is something you should still do. However, tapping into the riches of the blogosphere can reap tremendous results for your company. Done right, it can be like starting a massive fire with a single spark. Hell, I’d be nowhere without the bloggers who first took notice in what I was doing, and most others like me would probably tell you the same thing.
However, approaching bloggers and getting them interested in what you’re doing takes a little different approach. Maybe even a little more time. But anyone who has tapped into the conscious of a blogger and energized the community would agree it’s well worth it.
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Blog sponsored by the .jobs domain.
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