Getting Press Attention

In a few short years, bloggers have moved from being online navel-gazers or agitators to being some of the most respected voices in various industries, influencing buying decisions and public opinion. So, while you may think of public relations as targeting major print publications or TV shows, today your business may get just as much publicity—and far more easily—by pitching your information to the blogosphere.

Bloggers are similar to traditional media in a number of ways, but there are important differences as well. Since many popular blogs post new content at least a few times a week--and many post several times a day—bloggers are hungry for new information they can blog about. To help feed their hunger, use these tips:

Be worth blogging about

If you’re seeking bloggers’ attention, it’s important to have a quality product or service, and some fresh, new or innovative angle. Bloggers are often experts in the areas they cover, so they can spot a fake a mile away. Be clear about what you have to offer, and have a solid online presence to back it up. After all, if a blogger is going to place his or her credibility on the line by giving you a nod, it’s important that your company look great when people click through to your Web site.

Pitch well

It sounds obvious, but get the blogger’s name and the blog’s name right in your pitch. Make your pitch informal and brief, as well as targeted to what the blogger covers. It’s a good idea to read back through posts over the last few months. Don’t pitch topics that have been covered recently, unless you can explain why your idea would be a good follow-up to those posts. Bloggers like to know that you read them regularly and aren’t just bugging them for coverage.

Offer exclusives

If you have a new product or service or truly ground-breaking news, and you wish to target a big blog, offering an exclusive might be the way to go. By letting an influential blogger have first dibs on your announcement, you give him or her the benefit of an industry scoop—and more incentive to cover your business.

Network

Bloggers want to be sure the person they’re covering is reputable. By networking your way to contact with the blogger, you can boost your credibility. Whether you network in person or via online social networking, having an objective third-party endorsement can make a difference when the blogger is considering whether or not to cover your company. In addition, by cultivating your network in the blogosphere, you may learn of new opportunities for coverage before other small businesses do.

There are some important “don’ts” when it comes to bloggers. Don’t try to push a blogger into covering something he or she may not want to cover. This can result in negative blogging about your business, which could be damaging. So, be polite and respectful if you’re denied. However, that doesn’t mean that you can’t pitch in the future (unless you’ve specifically been told not to). Problogger.com has some additional tips for making great pitches.

Bloggers are becoming increasingly important in the media mix. Understanding their influence and including them in your media relations campaigns is a vital part of getting your business the kind of attention that attracts customers.