Well, not exactly.
I'd love to simply say that Blogger Relations is about common sense, but we all know how uncommon common sense really is.
Here's a test.
Quickly, the timer's running.
Tell me in one sentence why I should write about you and why my readers will care.
I'm listening.
It's amazing at how many "PR Pros" can't pass this test. Trust me. I am pitched every day, and it blows me away at how few people take the time to read what I write and match their products/services to the most important part of this blog, you.
That's right. It all starts with listening and reading.
Oh trust me, I know you're thinking, "Who has time to do this? To dedicate one-on-one time with bloggers in addition to traditional media exceeds the amount of hours in a day!"
Which reminds me of a discussion that recently played out at , a conference in San Francisco where I recently presented on a panel discussing the future of Public Relations. At one point, someone had asked why we should "waste" our time chasing down every blogger that covers our markets when we could just focus on the top, the cream of the crop as he said, as they are the true influencers out there.
While there is an a-list for every market, trust me when I say that the a-list helps with the credibility of a brand, but does very little for generating new customers or enhancing brand loyalty. The true influencers are the peers of your customers."M" of the attention curve. They help carry information and discussions among your customers directly in a true peer-to-peer approach. The Magic Middle is defined as the bloggers who have from 20-1000 other people linking to them. It is this group that enables PR people to reach The Long Tail, and it's effects on the bottom line are measurable.
Blogger relations is all about people. And sometimes the greatest influencers are those who are already among the customers you hope to reach.
Part I
Now is Gone
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