If you learned about PR and marketing in the “old school,” you probably only think of pitching news to editors. If this is your only approach, you’re at the mercy of journalists who get hundreds of unwanted pitches and press releases every day. But what you may be overlooking is the importance of working with bloggers.
Welcome to what David Meerman Scott calls “The New Rulesof Marketing & PR.” In this new world, bloggers may be your best (and most overlooked) ally. Think about it. They need to write. A lot. And they run out of topics to blog about. Enter your pitch or press release. If targeted correctly, you could end up with several bloggers writing about you. Each one gets roughly between 10 and 10,000 readers to his or her blog, which increases your exposure that much more.