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)