LET’S TALK BLOGGERS • Here’s how I target bloggers • www.technoraT.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 RelaTons The 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 RelaTons The Diﬀerences • Bloggers don’t break news • Bloggers answer to readers and communiTes, 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 RelaTons • 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 RelaTons • Build A RelaTonship • 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 RelaTons • JusTﬁcaTon: Oﬀer a simple declaraTve sentence as to why anything you’re pitching would ma=er to the blogger’s readership. • Does it solver a reader’s problem? • Will it spark a conversaTon that helps generate more traﬃc to the blog? • Are you responding to the blogger’s needs?
Blogger RelaTons • Make The RelaTonship Last • Many bloggers use their blog as a revenue generaTng instrument. • How can PR pro drive quality traﬃc to the site. • Link Building • @menTons on Twi=er and Facebook.
Blogger RelaTons • Content • Product Reviews • Research Findings • New Data
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 local angles.• 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 1. Senate Bill Five polling numbers Tghten. 2. COTA raises bus fares 3. Hospital readmissions increase medical costs. 4. Mayoral candidates spells out goals in presentaTon. 5. FBI nabs killer/hijacker from crime in New York 40 years ago. 6. School Voucher plan in the Ohio Statehouse angers public school oﬃcials. 7. Bill Tghtens consent rules on aborTon for minors 8. 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 Tghtens consent rules on aborTon for minors 4. Mayoral candidates spells out goals in presentaTon.