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Blogger outreach is more PR than social media
The current catch-all these days for what I do is social media; unfortunately, when what you do is described as social media, people tend to think Facebook, Twitter, Pinterest, and maybe Google+. My expertise, however, is online community outreach and engagement. Back in 2006 I developed a strategy of blogger outreach that allowed my to reach out to more than just 25 top-tier bloggers by hand over time but to 2,500-5,000 bloggers. Read the remainder of this entry »
Be a Big Fish in the Blogger Outreach Pond
Image via CrunchBase
It’s always a tough question: would you rather be the smallest fish in a big pond or the biggest fish in a small pond? Would you prefer to be the ugliest pretty person or the prettiest ugly person? Would you prefer to have the lowest IQ at MIT or the highest IQ at State? Read the remainder of this entry »
Do you appreciate your blogger network?
Last week, I talked about using the long tail of blogger outreach–the idea that you can’t pin your hopes for most public relations efforts on only the A-list bloggers. For each outreach, there are hundreds and often thousands of bloggers that are not well-known, but have influence on the very people that your PR campaign is trying to reach. I’ve written in the past about how to put bloggers first when you reach out to them, but today I want to make sure that you don’t see blogger outreach as a one-time, campaign-oriented approach, but rather a relationship that lasts for years between you and each blogger. For blogger outreach to work, over and over, you need to be endlessly generous and endlessly appreciative. And the main way that you show your appreciation is to do as much of the work for them as possible. Read the remainder of this entry »
The Long Tail of Blogger Outreach
Image via Wikipedia
I had breakfast with John Bell of Ogilvy a number of years ago. He didn’t see the value of investing limited budget, time, and resources on the long tail when those treasures would better be used to woo the high-fliers, professionals, top-cows, and A-listers. That’s fair enough, and surely a common question, and a question we must address close to the beginning of every sales call we make at Abraham Harrison, when we propose blogger outreach to a prospective client. Read the remainder of this entry »
How to pitch a blogger
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So last week, I told you how NOT to pitch a blogger in your PR outreach, so it raises the pregnant question of what exactly should you do? We at Abraham Harrison have been doing it successfully for almost five years now, so we think we know a thing or two about it. But because we see so many people who are afraid of blogger outreach, due to the scary situation that others have blundered into, I wanted to walk through our process to show you how it’s done. Just how do you pitch a blogger? Read the remainder of this entry »
