Pitching the Perfect Pitch to Bloggers

When I was a journalist, I got pitched stories. As a blogger, I still get pitched stories. But there is a difference between good and bad pitching. Many would have us believe pitching bloggers is different than pitching a journalist. I would argue there's no difference.

Recently, I was pitched a story by a Colorado-based public relations professional. Impressed with the pitch, I tweeted about it. And, @AdrienneBailey -- one of our own Hoosier public relations professionals -- wanted me to share the anatomy of the perfect pitch to bloggers. Here it is:

Lesson One: Read the Blogger's blog and connect with them.

Hi Rodger.

I read your post about Five Must-Read Links to Make Your Community Successful, and I wanted to share some news about an online community that is bridging the gap between traditional and new media that I though your readers might enjoy learning about.

Here Liz Pope, along with her Sevans colleague, Kairi Soosaar do three very important things:

• Address me by name.
• Demonstrate they have read my blog by referencing it in the opening sentence.
• Show they know exactly what I'm interested in "online community that [are] bridging the gap between traditional and new media."

Liz and Kairi also use the word "share," which is more friendly and helps build that relationship. They are also concerned about my readers by referencing them in the opening sentence.

Lesson Two: Offer the blogger something that's truly interesting.

In this pitch, Liz, et al gives me something that it truly interesting. Here's what she offers:

Sarah Evans, a social media consultant and the founder of the #journchat community of PR professionals, bloggers and traditional media reporters, is teaming up with NBC News to host a two-hour live web show via Watchitoo

Liz and company understand from my blog that I'm a fellow public relations professional, and that probably many of my readers are too. So, she is giving me (and us since I'm sharing this) and opportunity to join Sarah Evans and other #journchat community members, which, incidentally, will probably build the community.

Lesson Three: Be helpful.

While I'll be posting the majority of this event on my new blog, Get Social PR, Liz and company offer me the opportunity to interview Sarah Evans.

Here's what she says, "Don't hesitate to ask if you have any questions or are interested in an interview with Sarah."

Okay, that's it. It's not hard. We just need to take time and read the blogs of those we want to pitch. Show genuine interest, demonstrate we are concerned about their audience while giving them something that truly interests them. Finally, we need to be helpful and offer them something.

Follow Liz and Kairi on Twitter

• Liz Pope @lizpope
• Kairi Soosaar @KairiSoosaar
  

Comments

[Ed Han]

It never occurred to me to pitch a story idea to another blogger--but yes, this makes sense. It's about communication best practices ultimately, isn't it?

[Curve Communications]

Excellent post Rodger, I've actually sent the link around the office as it's important for public relations professionals to understand the inherent differences in pitching to bloggers vs. traditional media - your post serves as a great reminder of best practices.

Thanks again!

[When did I become my Mom]

Great post. If I could mention a faux pas that gives away when you're trying to fake it? BCC-ing the blogger.

I received a pitch that seemed so genuine, and then realized I'd been BCC'd and I have no idea how many other bloggers actually received that pitch.

Delete.

Thanks for sharing this.

[Scrappinmichele]

Excellent example. I have been pretty lucky and I get good pitches most of the time.

On the other side, I often hear from those pitching that they don't have time to read everyone's blog and it's easier to send form letter. My response to that is that if you want me to take the time to learn about your brand and really be a brand ambassador then you need to take the time to learn about me.
If all you want is a mention in a blog post, then send form letters. You get what you give.

When I turn down a pitch, I tend to give names of other bloggers that I think would be a good fit figuring I"m helping all sides (the PR because it's more names, the blogger who might not have been noticed and me because I was helpful). Do you as a PR person like that or would you prefer I just turn down the opportunity?

[Liis]

well done Liz and Kairi!!!! :)

[Rodger D. Johnson]

Curve Communications,

Thanks for the hand off around the office. I hope you enjoy our blog and other content Hoosier PR professionals are creating. We have some talent, both on our blog and throughout the state.

Looking forward to seeing more for you here. Thanks.

[Rodger D. Johnson]

Scrapinmichele,

I think that as bloggers become more prominent figures and their influence continues to grow, we will see more of what you're doing. It's good practice.

It's important for PR professionals to know that building community as the social web evolves and blogging becomes as common as the NYT, will pay big dividends.

[Shane Arman]

Thanks for the post - I've been looking for an example of a good pitch to bloggers and this demonstrates that very well.