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How Bloggers Create PR

You know I’m all over bloggers, but I may not have explained why and what role they play in terms of public relations, so here goes.

You know how you can send a press release to editors in the hopes that they’ll cover your news in their magazine or newspaper? The same can be done with bloggers.

The great thing about bloggers is they’re looking for interesting content to blog about. And sometimes they’re lazy. I mean, come on. Finding content for 3-7 days of posts is hard! Especially when you’re writing on 3 other blogs and running a marketing business. But enough about me.

So by sending them info on your product or service, you stand a pretty good chance of them interviewing you or doing a review of the product, thereby helping you reach a wider audience through their readership.

That being said, there are good and bad ways to go about pitching a blogger (much like an editor). Here are some tips.   And let me just tell you: the bad ones I get, I trash without reading beyond the first paragraph.

A good blogger pitch should:

  • Show that you’ve read the blog and find your news a genuine good fit.
  • Be customized to each blogger. Mention a post they’ve written that relates.
  • Not offer an interview with your CEO on the numbers for the company. Bloggers want info on the product/service, not how great your company is (well, that’s the case for me).
  • Provide multiple ways to contact you. Email, phone, Twitter, Skype.
  • Not include photos initially. Say that they’re available upon request.
  • Be interesting. Not boring.

Now all you have to do is Google blogs in your industry, that your audience will be reading. Find the owner of the blog’s contact info and reach out. Try them through Twitter too. You might get a more immediate response. Good luck!

Any questions?

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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