Blogger relations: ‘what’s the secret?’ – part one
Recently there’s been lots of talk about how PRs will make the transition from traditional media relations to blogger engagement, not simply from the PRs’ perspective but from bloggers, inundated with emails, stating ‘this is how we want to be approached!’ The good news is it really isn’t that difficult. Both require the same skills; it’s just about adapting them for a new medium.
Although there is a definite shift away from issuing a press release (but let’s be honest, the significance of the humble press release was beginning to wane with the growing fragmentation of media channels) one fundamental similarly still exists – a good PR knows how to build a strong, multi-beneficial relationship. The way you go about forging that relationship may differ but the ability to build a quick rapport and get your message across succinctly, hasn’t changed.
When targeting bloggers think about adopting a three step approach: 1) Research, 2) Engagement, 3) Nurture
