370 september 28_ Fact sheets blogger relations
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  • Ivory Soap giving away soap to the homelessAIG laying off 1,000 peopleKFC is having a chicken eating contest featuring Joey Chestnut and KobyashiDell Computers has a new wellness campaign that could make its employees healthirOffice Depot is mad they aren’t on TV as much as Staples and wants more facetime

370 september 28_ Fact sheets blogger relations  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
    • www.technorati.com
    • www.blogged.com
    • www.followerwonk.com
    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?
  • Blogger Relations
    • 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?
  • Blogger Relations
    • Make The Relationship Last
    • Many bloggers use their blog as a revenue generating instrument.
    • How can PR pro drive quality traffic to the site.
    • Link Building
    • @mentions on Twitter and Facebook.
  • Blogger Relations
    Content
    • Product Reviews
    • Research Findings
    • New Data
  • Fact Sheets
  • 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.
  • FACT SHEETS
    http://www.chipotle.com/en-US/chipotle_story/where_did_we_come_from/where_did_we_come_from.aspx
    http://www.chipotle.com/en-US/fwi/fwi_facts/fwi_facts.aspx
  • 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.