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When you are in the PR business one of your goal is to get best possible publicity both online and offline. And when you talk about online media you have to think about blogs also. They are becomming more and more important.

If you live in the US you already know what I’m talking about. Blogs are as important as traditional media – sometimes even more important. It depends on the topic. But how do you pitch a blogger?

Simple advice

Well, if you want to pitch Sarah Lacy – journalist and author – you should read her advice on how to pitch her here.

Here she write down some simple advice on how to pitch a blogger. Some of the advice seems very very simple and obvious but then again – so does most things when you read about them. Her advices are therefore very good reading and it should be basic reading for all PR professionals.

Here are a short list of the most important advice:

– know the name of the blogger and use it corretly
– only pitch a blogger with material the blogger actual writes and cares about
– don’t contact the blogger as BCC in a mail you send to serveral others
– be part of the blogosphere for some time before you pitch bloggers
– research, research and research…

An unprofessional pitch can backfire
A blogger shall be treated as a professional and if you don’t the result can be more devastating than you think.

If you pitch without respect for the individual blogger, you run several risks:

– risk of getting no mention (very likely)
– risk of getting bad press yourself i.e. the blogger could write a blog post about how unprofessional you and your company are (very likely)
– risk of getting bad press for your client i.e. the blogger could write a blog post about your client stating that they are very unprofessional (very likely)
– risk of never being able to contact the blogger again and thereby minimize the chance of getting good reviews etc. (likely)
– risk of getting a bad reputation among bloggers i.e. bloggers are closely connected within the same topics (likely)
etc.

All risks you can avoid if you treat bloggers with respect!

If you want to read more about pitches which have gone wrong – you could try reading the Bad Pitch Blog – it’s both funny, educational and sometimes a bit scaring to see how unprofessional some professionals can be.

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