370 september 28_ Fact sheets blogger relations Presentation Transcript
JOURNALISM 370 SEPTEMBER 28, 2011
BLOG OF THE DAY http://mashable.com/
COFFEE TALK http://www.networkedblogs.com/nDtTN
LET’S TALK BLOGGERS Here’s how I target bloggers
Good old fashioned grunt work What blogs are bloggers reading? RSS feeds Follow the trail…. Bloggers can be your best friend or worst enemy. Prepare for both.
Blogger RelationsThe Differences 77% of Internet users read blogs 89% of journalists conduct research on blogs 72% of bloggers blog to share experience 61% of bloggers supplement their income by blogging Bloggers may not have a big audience; that audience might have a big audience.
Blogger RelationsThe Differences Bloggers don’t break news Bloggers answer to readers and communities, not editors or news directors Bloggers didn’t graduate from J school, let alone Scripps Bloggers don’t have daily deadline; they don’t need press releases Bloggers can get paid to promote products; they just have to disclose payments.
Blogger Relations Define The Ask
Do you want to giveaway products?
Do you want a guest post?
Do you want an interview?
Do you want to be part of their links page?
Do you want permission to use their name as part of future outreach?
Build A Relationship
What do they like to write about?
How do they want to be pitched?
How far in advance to they work?
What is their favorite post?
Blogger Relations Justification: Offer a simple declarative sentence as to why anything you’re pitching would matter to the blogger’s readership.
Does it solver a reader’s problem?
Will it spark a conversation that helps generate more traffic to the blog?
Are you responding to the blogger’s needs?
Make The Relationship Last
Many bloggers use their blog as a revenue generating instrument.
How can PR pro drive quality traffic to the site.
@mentions on Twitter and Facebook.
Blogger Relations Content
FACT SHEETS Facts in outline or bullet form that reporters can use when writing a story Types of fact sheets Upcoming event Organization profile Summary of product or service FAQ format is a frequently used variation If you use bullet points, outlines are key.
FACT SHEETS Organize your facts. Everything can be broken down into two or three groups.
MEDIA ADVISORIES Tell assignment editors about upcoming news events or opportunities or localangles. Format One page Headline Brief paragraph outlining the story with necessary 5 Ws and H Contact information
MEDIA KITS Basic media or press kit includes… Main news release News feature Fact sheet(s) Photos or graphics with captions Biographical material on key players Brochure(s) If you have money, many will splurge on a clever delivery system to catch attention. If you’re smart, save money and deliver through a CD, email, or your website.
Let’s think like a reporter again Senate Bill Five polling numbers tighten. COTA raises bus fares Hospital readmissions increase medical costs. Mayoral candidates spells out goals in presentation. FBI nabs killer/hijacker from crime in New York 40 years ago. School Voucher plan in the Ohio Statehouse angers public school officials. Bill tightens consent rules on abortion for minors Columbus Public Schools signs new contract with COTA
Let’s think like a reporter again 6. New School Voucher plan in the Ohio Statehouse angers public school officials. 8. Columbus Public Schools signs new contract with COTA 2. COTA raises bus fares 5. FBI nabs killer/hijacker from crime in New York 40 years ago. 3. Hospital readmissions increase medical costs. 1. Senate Bill Five polling numbers 7. Bill tightens consent rules on abortion for minors 4. Mayoral candidates spells out goals in presentation.