Trade Tips: 5 Ways to Fix a Failed Pitch to a Blogger
Trade Tips: Ways to Fix aFailed Pitch to a Blogger Helpful hints for public relations and marketing professionals. By Nicole HayesPitching media persons is a key function of most public relations professionals.
There are rules to follow when reaching out to editors, producers and reporters. But what about bloggers?What would make a blogger want to read your news anyway when they’re more driven to pump out their own news?
• PR Daily author CassieBoorn writes that only a smallpercentage of pitches areactually read by bloggers(as most pitches stink).• So what can you do to fix abad blogger pitch?• Here are five tips to assistin your next pitch …
1 They don’t know you. PROBLEM: Bloggers receive hundreds of emails each day not only from friends and family, but from readers with questions, editors at their freelance writing gigs, and PR pros with pitches.
1 They don’t know you. SOLUTION: You need to start building a relationship with a blogger at least three months before you ever need to use it. • Meet up with them at a conference, comment on his blog, or retweet his blog posts. • Connect with him/her in a way that makes your name recognizable when it shows up in his inbox.
2 Your pitch is too long. PROBLEM: If your pitch requires scrolling, has bullet points, or includes a press release, no one is going to read past the first line. Bloggers dont have time to scroll through all the intimate details of your campaign.
2 Your pitch is too long. SOLUTION: The initial pitch only needs a few things: • A mention showing you know the blog and understand how the blogger works with brands. • The name of the brand you are reaching out about. • What you are asking the blogger to do. • What you are offering the blogger. • An offer to send over more information if he or she is interested.
3 They dont want to give your product away. PROBLEM: Bloggers learn early on that hosting giveaways on their sites can drive a lot of traffic— but all of that traffic will disappear once the giveaway ends.
3 They dont want to give your product away. SOLUTION: Generally, the only bloggers who want to host a giveaway on their sites are bloggers who rely solely on advertising revenue, because a big jump in traffic translates to more money. Compensate them for hosting a giveaway, or find out what the value of the prize would need to be (or what kind of prize would naturally appeal to their readers) to incentivize them to host it.
4 They dont want to drive readers away from their site. PROBLEM: Why would they send their readers away from their blogs to enter your giveaway? Even if you are giving away a trip around the world with Dennis Rodman, you are asking bloggers to send their dedicated readers away from their sites.
4 They dont want to drive readers away from their site. SOLUTION: Buy an ad in the blogs sidebar, host a sponsored post to drive traffic to your giveaway, or find a way to make your giveaway exciting enough that the blogger wants to promote it.
5 Your story is only interesting to you. PROBLEM: Getting editorial coverage from bloggers is really hard and rarely happens. When you ask a blogger to write about your brand without any kind of compensation, you ask him to promote a brand for free on his blog.
5 Your story is only interesting to you. SOLUTION: First, look at the content the blogger organically writes, and find a story he would organically tell. Second, look at the bloggers interests and what goals he has, and find a way to offer him an opportunity that helps him reach a big goal: meet a celebrity hes obsessed with, attend an event hes dying to go to, etc.
This presentation was adapted from our Voice Matters Blog. To learn more about McKinney & Associates, visit www.mckpr.com McKinney & Associates was founded in 1990 with a commitment to social justice that has prevailed for more than 20 years. From thebeginning, McKinney passionately and skillfully practiced Public Relations with a Conscience for local, national and international organizations. @mckpr facebook.com/mckpr youtube.com/mckinneypr