This document provides guidance on outreach strategies for securing earned media mentions from bloggers, including developing lists of relevant bloggers and their contact information, crafting targeted outreach messages, following up respectfully, and tracking responses and mentions. The key aspects are prospecting bloggers where their intended audience spends time, crafting short, minimal pitches that clearly convey the message and request, responding quickly and politely to any replies or questions, and tracking results in a working sheet.

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Clear and proved process to make CSR
come wi th highest ROI

2. Create the microsite with pre setup all content
"article, pics, clip, social channel" and contact
with famous blogger, networker for sharing
content on their channel. The result is highest PR
reach with minimum effort.
overview

3. Deta i l : Blogger Harvesting and Prospecting
Who do you need to reach?:
Activists, animal lovers, educators, parents, moms,
dads, politicos, the faithful, shoppers, travelers, sports
fans, marketers, democrats, environmentalists, foodies,
greens, Los Angelinos, New Yorkers, college grads,
Pennsylvanians, etc…
Where do they spend time and doing what?
Are they bloggers, on Facebook, Twittering, on
YouTube, etc…
1
2

4. Deta i l : Blogger Harvesting and Prospecting
Develop 3 lists of blogs and their bloggers
Method1: Search Google for exactly what you want
“Top mommy blogs,” “best green blogs”
Method2: Leverage blogrolls like you would endnotes
Bloglines’ Most Popular Feeds,http://www.bloglines.com/topblogs
Technorati Top 100 Blogs, http://technorati.com/pop/blogs
Technorati Blog Directory http://technorati.com/blogs/directory/
AllTop http://alltop.com/

5. Deta i l : get Blogger Contact Information
Method 1 1: direct from their blog
* Many blogs have about pages and or offer
obfuscated email addresses like cja[at]well[dot]com or
embedded in graphics.
* Sometimes names and emails can be discovered by
searching Google for “chris abraham”+email

6. Deta i l : get Blogger Contact Information
2 Method 2: Using domaintools
“Who is” is a fine resource if a blog is hosted on its
own domain name, such as chrisabraham.com
I recommend :
Long-story short: if someone goes out of his way to hide his identity
or email, let him go, he does not want to be contacted!

7. Deta i l : Soci al Medi a News Release - SMNR
http://banclusterbombs.smnr.us/
SMNR summary
• The pitches are very spare
• Offload all content, message, keywords, images, links,
and videos onto what is essentially a microsite
• It is convenient for clients and handy for outreaches
• We can get metrics and not have to change our clients’
websites

8. Deta i l : Soci al Medi a News Release - SMNR
To be honest, bloggers are even lazier than journalists.
A lot of the time, bloggers steal images and entire
tracts of copy, paste it, and then just do a “blockquote”
attribution.
http://internationalmedicalcorps.smnr.us/

9. Deta i l : Soci al Medi a News Release - SMNR
We can define message, keyword-density, and even
sneak SEO-optimized links in SMNR.
This allows to easily keep everything closer to “on
message” than you usually can
http://freshair-newsrelease.com/

10. Deta i l : Topic Uni verse
Topic universe summary
• Generally, before any outreach, bloggers are
combined into a master universe to make sure
there are no dupes or doubles.
• One blogger can have more than one email –
check for doubles.
• Make sure the master universe does not contain
A-list or “do not contact” bloggers (check twice).

11. Deta i l : Outgoing Message
outgoing message cummary
• Short, terse, minimal, highly textual, with a
clear message and a clear request
• Any verbiage that sounds like it is selling or
marketing must be removed
• All assets, graphics, movies, or videos are
collected into a “microsite” or “SMNR”
• Do not include conversion GIFs, hyperlinks, hot
emails, images, or attachments

12. Deta i l : Outgoing Message example

13. Deta i l : Outgoing Message example

14. Deta i l : Message respond
Respond Quickly & With Love
• Don’t use autoresponders or let emails wait until
morning. When we send out an email outreach,
we staff the INBOX almost constantly over the
next hours and days
• If a blogger gets pissed off by a pitch, we have
only minutes to respond
• A personal, immediate, and human response
can make the difference between earning a blog
post or being forwarded to Bad Pitch Blog
• When respond, never lock horns or rise to the
bait – people have busy, complex, lives:
• “Be kind, for everyone you meet is fighting a
hard battle” -- Philo of Alexandria

15. Deta i l : Message respond example

16. Deta i l : How to follow up boldly and proudly
How to follow up
• If we don’t get a reply from a blogger, we send 3-4
follow-up emails.
• We assume that email gets lost, blocked, de-prioritized,
ignored, missed, or put off until later –
and later never comes because folks are just busy.
• The squeaky wheel does get the grease and we get
our biggest successes in response to the second and
third email outreaches.
• We generally allow a week to pass between email
follow-ups.

17. Deta i l : ema il follow up exampl e 1

18. Deta i l : ema il follow up example 2

19. Deta i l : ema il follow up example 3

20. Deta i l : Tracking Responses & Mentions
track with working sheet
• Be sure to always track who replies.
• Also, be sure to remove anyone who asks
immediately.
• Finally, if you can’t find their email, ask them if
they use another – some people collect all their
email into one account, usually a Gmail account,
and reply from there.

21. Deta i l : Tracking Responses & Mentions
track by mention
• Also, be sure to track all blog mentions as they occur
• Using Google Alerts and Google BlogSearch is
generally good enough
• Don’t hesitate to ask your bloggers to pop you the
link to their post when they say that they will
• Also, don’t hesitate to hold a blogger accountable
for posting if he offers

22. Deta i l : Leave the proof to sa id " thank"

23. Deta i l : Earned medi a mention exampl e 1

24. Deta i l : Earned medi a mention example 2

25. Deta i l : Me trics & Reporting

26. Deta i l : Me trics & Reporting
• This chart breaks online mentions into social media
platform

27. thank