Pitching Bloggers – Are You Still Doing It Wrong?

As a writer who’s active in social networking and the mom blogging community, I hear a lot about PR companies contacting bloggers. And unfortunately, most of it isn’t good. Companies aren’t doing their homework. They are casting a wide net without getting to know who they are pitching. And it’s blowing up in their faces.

Bloggers are not like newspaper reporters (although there are some who have a journalism background) and sending them press releases generally doesn’t work. Why would they write about your company or product? They aren’t getting paid like reporters, so writing something for free rarely appeals unless it’s a charitable cause close to their heart. Don’t underestimate the power of the mantra, “What’s in it for me?”

This is a different game. If you want to get a blogger’s attention, you must first pay attention. You must get to know them. Read their blogs. Find out if they blog semi-anonymously or if they freely post their names (I do). If you send them an email that says “Dear blogger” or worse, you get their name wrong, they will immediately trash your missive. When you can’t take the time to get the details right, why should they take the time to hear what you have to say?

Some companies do take the time to build up a relationship with bloggers. They listen and learn what works. What really surprises me, though, is that companies don’t ask for help up front. If you know someone who’s fairly active in the community, knows names, knows blogs, and is so entrenched that they know the bloggers and their audiences, why not just ask that person to consult with you?

That’s right, if you want to pitch mom bloggers, why not find a mom blogger who knows exactly who might be open to the company and even help you improve your pitch? It’s not foolproof of course, but you certainly have a much larger chance of success by talking to someone who knows the scene. It’s the same with business blogs, techie blogs, and politics. Find someone who already knows. Ask them to help.

It doesn’t dismiss you from doing your homework, but it can help cut your time by giving you a list of people to talk to and get to know. And then, you might be a little closer to actually getting it right.

image: sxc.hu