Something that this blog has turned to a few times is pitching bloggers (Tom being targeted all the time and how not to pitch a blogger). In the past week, PR professionals have come out with guidelines about how to pitch, the best way to get your message heard.
First up, via David Meerman Scott, are tips on how to pitch a blogger from Mark Hinkel. Paraphrased, they are:

Format the news in a way that is easy for the blogger to use – include links
Make the story relevant
Make the information friendly and informative
Be wary of using embargoes
Develop the …read more

They are shooting the new Sony Bravia ad in New York in August. I wonder if they will be repeating their experiment of getting bloggers to the shoot to see what happens behind the scenes, (if so, I’d love to go!) Last October, when they were shooting in Glasgow, they had employed immediate future Ltd to do blogger outreach, get some people there and push out content after the shooting. If they do it again, I guess the results were positive; if not then Sony must not have thought it worth it.
Update: I’m definitely looking forward to …read more

Media Fragmentation has put the user in the driver’s seat. Now the user has taken on a new role, that of creative director/producer of advertising. Numerous advertisers have turned to consumers to develop ads for specific campaigns and the surge of mash-ups and viral distribution has exploded. But does this mean user-generated advertising has arrived? Are the risks of conceding partial control of the brand offset by the rewards of awareness and engagement? Our panel will discuss these and other key questions surrounding UGA.
Moderator: Rich LeFurgy, General Partner, Archer Advisors
Cheryl Guerin, VP Promotions & Interactives, MasterCard, International
Tom Lynch, VP Marketing …read more