Stuart Henshall has a post covering the differences between blogger relations and the social media news release. He does a good job of comparing one versus the other.
Blogger Outreach vs Blogger Relations vs Blogger PR.
- Blogger PR: Providing Traditional PR Kits jazzed up in a format that blogger may or maynot see. (How do you know who to send them too)
- Blogger Outreach: I do not mean sending emails / pitches to bloggers. (Example). Identifying bloggers that may become part of your conversation. Start by listening, reading their blogs. It requires some personal attention. Opening your site and providing access to extend the conversation. (set some rules if you want!) Ogilvy has a code of ethics on this. Still the cart comes before the horse. From a marketing perspective set your communications up to converse / enable conversations before the glossies go out.
- Blogger Relations: Creating a transparent responsive channel for communication that enable access (think global access at all hours! not always real-time) when asked for and not just facts. Some of the most difficult conversationalists often become your friends. As a PR firm or Social Media firm long term you will be many times more successful if the client is blogging (listening first!). It’s the best demonstration there is that the company is open to learning, change, input, and a conversation. (Example)
this topic has really been on my mind lately. you seem to be more evolved on the path than i; i’d like to hear more. found you on a twitter exploration in ed schipul’s neighborhood, which led to blog.
As in-house PR I have the benefit of being able to identify blogs, reporters and media channels that best suit the organization. So I read these blogs, news reports, etc. and keep up with what they’re actually reporting.
I find that a lot of us are forgetting that public relations is built on relationships. We aren’t supposed to stand out in the courtyard with a magnaphone, yelling out our message to the nameless, faceless masses. We are supposed to get to know the people in the crowd, identify how to communicate with them, and deliver our message tailored to their needs.
I’m not saying saying that I’m any better at it than anyone else. I’m just pointing out what we’re doing wrong.