Influential bloggers can receive hundreds of PR pitches a day. Use these tactics to cut in front of your rivals and earn digital ink when you email busy bloggers on your beat.
Many consumers now trust bloggers more than they do mainstream media outlets.
Tech blogs are especially popular, with more readers turning to them first for breaking tech news and gadget reviews.
Here are three quick tips for successfully pitching the influential bloggers on your beat:
- Study and pitch trends. Bloggers attract readers by covering the latest developments. “That’s why it’s always good idea to pitch or include marketing data that suggest a trend,” says Helena Stone, editor-in-chief of Chip Chick.
Wearable technology, for example, is still a hot button for Stone’s readers. “Tech is becoming more integrated with fashion,” she says. “We saw it with the Apple Watch and now with items like wearable tech rings.”
Smart homes, virtual reality and the latest phones, tablets and apps also continue to be attractive to Chip Chick and other tech sites.
“Pitch your product in context of these types of trends,” Stone says.
Watch PR Daily’s PR University webinar “Influencer and Blogger Relations: New P2P and paid techniques to boost placements” to pitch or partner with the digerati.
- Follow blog community conversations. “PR people should follow us on social media to see what we’re talking about,” Stone says. “You can reference those topics or tie to them when you email us.”
Stone recommends going beyond social media’s “big three” to friend and follow bloggers. “We’re all trying out new applications, and so should you,” she says.
Viber is a perfect example. The free mobile application enables users to make phone calls and send texts to other members. It also offers “public chats.”
“Viber is big deal for us,” Stone says. “We have a public chatroom there. I’d like to see more PR people engage with us there. It shows you’re on top of it.”
- Include multimedia in pitches. Multimedia can strengthen a pitch, but only if you make it easy to review and share.
“We’ll give up pretty quickly on a pitch if we have to dig for an image using FTP or a complicated process,” Stone says. “It’s always good to put a direct link to a high-res image in your email. Dropbox is the best method if you have many images.”
Some bloggers will use your images in their posts, especially if you can provide lifestyle shots of your product being used, as opposed to product close-ups.
“It’s usually case by case,” Stone says. “If we use yours, it must be high-res. We also don’t want it overlaid with branded items or logos.”
Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. Digital marketing expert and travel blogger Lisa Lubin, food blogger Kit Graham, and tech blogger Helena Stone, editor-in-chief of Chip Chick, will share more blogger relations tips and techniques in this PR University webinar, “Influencer and Blogger Relations: New P2P and paid techniques to boost placements.”