PR People Still Botch Blogger Outreach

In a post on her blog, CK's Blog, my friend and marketing expert Christina Kerley recently explored the issue of Blogger Outreach by public relations people and why they often botch it.

Bloggers are now key influencers in many marketplaces, especially technology and consumer goods. It's as important to familiarize influential bloggers with a product or service as it is reaching journalists and analysts.

The question is how you go about doing that. In Christina's post she offers conclusions about the ways PR people have messed up with her. The cool thing about Christina is she always has constructive advice. Here she offers suggested Pitch Practices for PR practitioners.

In response to her excellent post, I offered my own comment (excerpt below).

It's all a Conversation. And Conversations Shape Markets.
I am a PR guy who shares information about my clients with esteemed and influential bloggers. Each outbound communication is a conversation and I think that's how PR people need to approach it. I'm usually introducing a service or product, and inviting a blogger to speak with my client rep to learn more.

For these invitations to work, the pitch letter needs to short, sweet and to the point. Make the case, and explain the value proposition for the blogger, for his/her audience, and ultimately for the marketplace. If it's a smart proposition, and a win-win-win, you might set up a meeting or phone briefing.

We are all learning how to communicate and support each other. Bloggers want to know what's new, and PR people and their clients often can share that information.

In the end, it's all a conversation. And conversations shape markets. So PR people: listen up and do your homework. Think smart and add value. Then you can earn relationships with bloggers who will welcome and read your emails.