While I thought I'd be noting how much has changed since it was written, it still holds up. But I've edited it a bit to better reflect 2011.
Everyone wants to know the secret formula to pitching blogs. The secret is it takes more than pitching.
While many approach bloggers and journalists similarly, there's as much different about them as there is similar. From the amount of time needed to pitch and where each group fits in a strategy to the materials and approach taken, there's a difference.
As blog-savvy firms forge ahead, here are six questions you should be able to answer in the affirmative before you start pitching a blog. Have you...
Does this read like a lot of work? Keep in mind you're building a relationship, not "puking swag all over bloggers and expecting them to clean it up."**
If your news doesn’t merit this level of effort, don’t pitch it to a blog. This will eliminate a few of the irrelevant news releases many blogs receive.
If you answered no to any of the above, you may need to ramp up your approach to mainstream media first. Here are four tips.
Does this read like a lot of work? Well as the definition of a media outlet morphs, so must our approach to engaging with them. And as more and more bloggers extend the olive branch, the price of a bad pitch is increasing -- less coverage, whiny bloggers, angry clients and amused competitors.
**This is a paraphrased quote from blogger Andrea Deckard when she noted successful brands and agencies are building relationships. But "many brands still puke swag all over bloggers and expect them to clean it up."
Cross-posted to the Bad Pitch blog