You have to pitch bloggers differently than reporters. The marvelous Dave Fleet writes a lot about this topic, and Chris Brogan produced a terrific, straightforward post about blogger pitching recently.
Here’s my thoughts on some advanced blogger pitching ideas and the key differences between bloggers and reporters.
Influence is Made Not Born
Guess how many readers this blog had originally?
If you guessed zero, you’re right. Help yourself to some free social media tools. Seriously, I had to convince my Mom to read Convince & Convert, and my wife still doesn’t tune in.
And the truth is that every blog started the same way. Brogan. Mashable. MarketingProfs. Solis. All of them started with zero readers, and now are influential (at least in the context of our own little marketing/PR/social media world).
Doing It My Way
The fact that bloggers all have to climb this mountain is an important difference between bloggers and journalists. Remember that bloggers’ influence is derived from their own ability and moxie, whereas journalists’ influence is in large measure derived via the outlet they represent. If you’re a writer for the Washington Post, you have influence. But if one day you aren’t, your influence transfers to the guy sitting at your old desk. For all but the celebrity journalists, influence is as portable as health care – not at all.
And unlike the journalists, writing is usually not a full-time job for most bloggers. Thus, bloggers are typically inveterate multi-taskers that protect their time like a pissed off goose with a nest full of goslings.
That’s why bloggers get so irked about ham-handed pitches from clueless PR folks that are still in the “harvest email address and send bulk releases” school of outreach. It wastes time, which is a commodity that’s in short supply for bloggers – who don’t have any readers unless they make it happen.
The Influence Economy
Most bloggers are not compensated directly for their writing. Sure, they may have some ads or affiliate links on the site (although I personally abhor it), but unless the blog gets serious traffic, the ability to monetize eyeballs is limited, indeed.
By way of example, let’s take a look at this very blog. I’m on track to generate 30,000 page views in January, which would be a record (sincere thanks to every single one of you, even Mom). Setting aside affiliate or Google Adwords opportunities, and working strictly with conventional online advertising economics, the max I could make on this blog monthly from your eyeballs is about $450. (30,000 page views X 3 ads per page X $5 per thousand ad impressions). I spend about 8 hours per week on this blog between writing, commenting, tweaking, etc. – and that’s a lot less than some of my peers. But for me, my hourly take for blogging would be $14.
That’s why I don’t blog for money per se, nor do most other bloggers. But blogging is incredibly important to my business because it generates social media speaker opportunities, and social media consulting projects. Thus, every reader of this blog is a potential client, or a connection to a potential client – as well as a potential colleague, friend, drinking buddy or fantasy football league-mate.
So even though I’m not in the advertising business, traffic absolutely matters to me, as it does to all bloggers.
There are two currencies that matter to bloggers – traffic and influence. When you’re pitching bloggers, find a way for your interaction with them to generate one of those two things (or both), and you’ll have yourself quite an effective pitch.
What generates traffic and influence for bloggers? Access and information. Don’t just send a blogger a write-up of your nifty marketing program. Give the blogger access to your metrics and ask if they’d like to create a post analyzing your ROI. Provide an interview with the customers that participated in the program. Link to the bloggers’ post from your corporate Web site.
It’s not about exclusives and embargoes. It’s not about doing all the work FOR the reporter, so he or she can hit a deadline with minimal effort. With bloggers, it’s about co-creating the content WITH the blogger, helping he or she package the content in a way that’s unusual, memorable and impactful. That’s what drives traffic, and that’s what drives influence.
Recap of the 4 Main Differences Between Reporters and Bloggers
- Bloggers are self-made
- Bloggers are time-starved
- Bloggers need traffic and influence
- Bloggers want to co-create content with you
What other differences do you see?
(photo by BitchBuzz)
Bloggers want people to comment on their blogs with relevant/helpful/observational comments as well as the odd virtual “pat on the back”.
Trying to sell us suede boots/illegal substances or directing us off to a dodgy website – not required.
Bloggers want people to comment on their blogs with relevant/helpful/observational comments as well as the odd virtual “pat on the back”.
Trying to sell us suede boots/illegal substances or directing us off to a dodgy website – not required.
Jason — excellent post. I especially like the differences between reporters and bloggers. As a pr professional it is easy to consider the two one in the same. Sometimes they are, but blogging is a very different animal than traditional news coverage. And as someone who pitches the media on a regular basis this is a good reminder. Thanks (and I look forward to seeing you Monday at SMAZ).
Jason — excellent post. I especially like the differences between reporters and bloggers. As a pr professional it is easy to consider the two one in the same. Sometimes they are, but blogging is a very different animal than traditional news coverage. And as someone who pitches the media on a regular basis this is a good reminder. Thanks (and I look forward to seeing you Monday at SMAZ).
Jason — excellent post. I especially like the differences between reporters and bloggers. As a pr professional it is easy to consider the two one in the same. Sometimes they are, but blogging is a very different animal than traditional news coverage. And as someone who pitches the media on a regular basis this is a good reminder. Thanks (and I look forward to seeing you Monday at SMAZ).
Bloggers can and should use their own personal voice, whereas journalists sometimes have to separate themselves from their story.
Bloggers can and should use their own personal voice, whereas journalists sometimes have to separate themselves from their story.
Whoa Jason! As a former fulltime freelance writer who has bylined hundreds of articles for daily newspapers, you're making some blanket statements here. Many reporters share those four traits you list at the bottom of your post; I can think of numerous veteran reporters who have little free time and prefer co-creating content vs publishing the copy received.
Whoa Jason! As a former fulltime freelance writer who has bylined hundreds of articles for daily newspapers, you're making some blanket statements here. Many reporters share those four traits you list at the bottom of your post; I can think of numerous veteran reporters who have little free time and prefer co-creating content vs publishing the copy received.
Hi, Jay! I absolutely agree. I wrote a similar post about how blogger outreach differs from media outreach here: http://dannybrown.me/2009/08/20/blogger-outreac...
True, it's a blanket comparison. And of course there are traditional reporters that prefer co-creation, and with budget cuts I'm sure their time is incredibly limited at present. But, I maintain that there are several important differences in psychology, training (few bloggers have journalism degrees), and business models that make bloggers a different breed of cat. I'd argue that your exceptions prove the rule.
True, it's a blanket comparison. And of course there are traditional reporters that prefer co-creation, and with budget cuts I'm sure their time is incredibly limited at present. But, I maintain that there are several important differences in psychology, training (few bloggers have journalism degrees), and business models that make bloggers a different breed of cat. I'd argue that your exceptions prove the rule.
Yes Lisa. Thanks for the good comment. I was going to write a section about reporters having editors and bloggers not having editors, but took it out in the final draft. Thanks for mentioning it, as it is an important distinction.
Yes Lisa. Thanks for the good comment. I was going to write a section about reporters having editors and bloggers not having editors, but took it out in the final draft. Thanks for mentioning it, as it is an important distinction.
Thanks Abbie. Coming from you – a true PR pro that understands how the biz has changed – that's high praise indeed. Looking forward to seeing you Monday as well. Cheers!
Thanks Abbie. Coming from you – a true PR pro that understands how the biz has changed – that's high praise indeed. Looking forward to seeing you Monday as well. Cheers!
If I ever try to sell you suede boots, please feel free to leave a mean comment – here and on Twitter.
If I ever try to sell you suede boots, please feel free to leave a mean comment – here and on Twitter.
Fantastic Christina. I'll check it out. Anything that appears on Danny's site is high quality and worthwhile.
Fantastic Christina. I'll check it out. Anything that appears on Danny's site is high quality and worthwhile.
Jay, this is one of the freshest posts I've read on the difference between reporters and bloggers.
I think Ari has a point about blanket statements, but in my experience, most “traditional” reporters do want all the information provided to them (and, quite frankly, the less “work” they have to do, the better), particularly as they become more and more strapped for resources. And I say this with several years of experience in working with MSM. The journos I find really interested in exploring their own angle to a story are the ones doing investigative reporting, and invariably they are also on the forefront of digital media, at least in their niche… which makes them, psychologically at least, similar to bloggers.
I wonder if you have seen whether, as blogs and bloggers get larger or bigger, they seem to start behaving like “traditional” media? Just curious as to your experience.
Jay, this is one of the freshest posts I've read on the difference between reporters and bloggers.
I think Ari has a point about blanket statements, but in my experience, most “traditional” reporters do want all the information provided to them (and, quite frankly, the less “work” they have to do, the better), particularly as they become more and more strapped for resources. And I say this with several years of experience in working with MSM. The journos I find really interested in exploring their own angle to a story are the ones doing investigative reporting, and invariably they are also on the forefront of digital media, at least in their niche… which makes them, psychologically at least, similar to bloggers.
I wonder if you have seen whether, as blogs and bloggers get larger or bigger, they seem to start behaving like “traditional” media? Just curious as to your experience.
Nice post, Jay. Bloggers tend to write with a strong personal opinion about their topic whereas reporters are generally (depending on thier role) directed to report the news objectively. Additionally, bloggers post with the hope of starting a dialogue. Traditional reporting is a one way communication, although social media is quickly changing that dynamic. These things also impact what and how you pitch a blogger.
Nice post, Jay. Bloggers tend to write with a strong personal opinion about their topic whereas reporters are generally (depending on thier role) directed to report the news objectively. Additionally, bloggers post with the hope of starting a dialogue. Traditional reporting is a one way communication, although social media is quickly changing that dynamic. These things also impact what and how you pitch a blogger.
Jay – nice, thoughtful post!
One thing is true for both bloggers and journalists:
Whether PR pros are interested in reaching a blogger or a journalist (or any other influencer for that matter), they will be wasting their time if they continue to send out bulk releases rather than engage appropriate influencers one-on-one.
Jay – nice, thoughtful post!
One thing is true for both bloggers and journalists:
Whether PR pros are interested in reaching a blogger or a journalist (or any other influencer for that matter), they will be wasting their time if they continue to send out bulk releases rather than engage appropriate influencers one-on-one.
Indeed Todd. That strikes at the heart of the “bloggers don't have an editor” comparison – which I almost included in this post. I believe that distinction is evaporating, however, as journalists write shorter, punchier, more opinionated pieces, and bloggers go with a more straight up approach.
Indeed Todd. That strikes at the heart of the “bloggers don't have an editor” comparison – which I almost included in this post. I believe that distinction is evaporating, however, as journalists write shorter, punchier, more opinionated pieces, and bloggers go with a more straight up approach.
High praise from you Shonali. Thank you very much. I do agree that as bloggers get bigger they start acting more like journalists. Less interested in comments, less opinionated.
High praise from you Shonali. Thank you very much. I do agree that as bloggers get bigger they start acting more like journalists. Less interested in comments, less opinionated.
Absolutely Jack. 1:1 is (and really always has been) the best approach.
Absolutely Jack. 1:1 is (and really always has been) the best approach.
Here's my question: How do you BREAK INTO a conversation with bloggers about a potential story? You're supposed to build a relationship with a blogger before asking them for coverage, but typically as a PR person you don't have time to follow all the best blogs for all the industries of all your clients. And your clients want something now, not a year from now.
Is there any way to just say “HEY, Mr. Blogger, here's my idea, here's how I think it's relevant to your audience, and maybe you could talk about it from X angle” ???
From everything I've read online about trying to pitch to bloggers, it might as well say “don't even try,” or “here's the WRONG way to do it.”
This is the first semblance of anything actually useful I've ever seen on the topic. But I need more. I would like to see an example of a good PR pitch to a blogger.
Here's my question: How do you BREAK INTO a conversation with bloggers about a potential story? You're supposed to build a relationship with a blogger before asking them for coverage, but typically as a PR person you don't have time to follow all the best blogs for all the industries of all your clients. And your clients want something now, not a year from now.
Is there any way to just say “HEY, Mr. Blogger, here's my idea, here's how I think it's relevant to your audience, and maybe you could talk about it from X angle” ???
From everything I've read online about trying to pitch to bloggers, it might as well say “don't even try,” or “here's the WRONG way to do it.”
This is the first semblance of anything actually useful I've ever seen on the topic. But I need more. I would like to see an example of a good PR pitch to a blogger.
Jillian thank you for a terrific comment. Indeed, I advise my clients (most of whom are PR firms) that they need to fundamentally change the way they build relationships. Indeed, you need to build a bridge with a blogger before you need it, not when you need it. That requires spending time each day pitching what needs to be pitched in the short-term, and commenting, tweeting, etc. to build bonds you may need to draw on down the road. Until PR agency management understands this fundamental shift, the mid-level and junior folks that have to do the actual pitching have one hand tied behind their backs.
That said, if you have to pitch cold, focus on the traffic and influence difference I mentioned in the post. What can you give the blogger to help he/she craft a post that is different, interesting, noteworthy. Not just “this happened, want to write about it?”
Jillian thank you for a terrific comment. Indeed, I advise my clients (most of whom are PR firms) that they need to fundamentally change the way they build relationships. Indeed, you need to build a bridge with a blogger before you need it, not when you need it. That requires spending time each day pitching what needs to be pitched in the short-term, and commenting, tweeting, etc. to build bonds you may need to draw on down the road. Until PR agency management understands this fundamental shift, the mid-level and junior folks that have to do the actual pitching have one hand tied behind their backs.
That said, if you have to pitch cold, focus on the traffic and influence difference I mentioned in the post. What can you give the blogger to help he/she craft a post that is different, interesting, noteworthy. Not just “this happened, want to write about it?”
Okay so if I'm pitching cold, is, say, reprinting the article on your business's blog as a guest entry and providing a link to the original on your website's 'news and events' type page (assuming you have a hook they'd want to write about) a decent return favor?
Okay so if I'm pitching cold, is, say, reprinting the article on your business's blog as a guest entry and providing a link to the original on your website's 'news and events' type page (assuming you have a hook they'd want to write about) a decent return favor?
Nice reminder. Can I add one more of what is important to bloggers, at least to me? Value to my community.
By the way .. where can I get Blogger Barbie
Nice reminder. Can I add one more of what is important to bloggers, at least to me? Value to my community.
By the way .. where can I get Blogger Barbie
Jay- As someone who has just got serious about blogging thanks for the insight. As with everything else, I believe that by doing the right things and having an original voice my blog will start to gain traction and a following.
Another difference between bloggers and journalists is also expertise in a particular subject. In my opinion a blogger that writes about a niche subject is perceived to have more insight on a topic than a journalist who writes assignment pieces for a publication. (Or am I off base?)
Jay- As someone who has just got serious about blogging thanks for the insight. As with everything else, I believe that by doing the right things and having an original voice my blog will start to gain traction and a following.
Another difference between bloggers and journalists is also expertise in a particular subject. In my opinion a blogger that writes about a niche subject is perceived to have more insight on a topic than a journalist who writes assignment pieces for a publication. (Or am I off base?)
Twitter Comment
how fashion bloggers differ from reporters [link to post] thought provoking read for PR execs who pitch to bloggers as well as journos
– Posted using Chat Catcher
Thanks for the tips/influence Jason! I'll be sure to spread the four points with my PR cohorts – although they don't fall into the 'clueless PR folks' category
Being able to offer a link from a corporate Web site is hard, especially because PR is often isolated from the happenings of the corporate site (silly!). There seems to always be this one Web master who controls everything online and getting anything up can be an uphill battle. But, I know that sometimes it helps for a blogger to know that you will merchandise the crap out of their post if they are willing to review your product, or talk about you, or join your cause….whatever it may be that you are asking of them (ultimately helping them with traffic and influence).
Thanks for the tips/influence Jason! I'll be sure to spread the four points with my PR cohorts – although they don't fall into the 'clueless PR folks' category
Being able to offer a link from a corporate Web site is hard, especially because PR is often isolated from the happenings of the corporate site (silly!). There seems to always be this one Web master who controls everything online and getting anything up can be an uphill battle. But, I know that sometimes it helps for a blogger to know that you will merchandise the crap out of their post if they are willing to review your product, or talk about you, or join your cause….whatever it may be that you are asking of them (ultimately helping them with traffic and influence).
Great post, Jay. I've done a fair amount of blogger outreach for my clients and the most important thing I've found is to always research bloggers inside out. Subscribe to the blog. Read. Follow them on Twitter. Comment on their blogs. Find out which posts draw more comments than others. Think about how you can provide a post idea the blogger will find interesting. In many cases, it's not even about “pitching”–it's about providing ideas.
I will say I approach blogger outreach and media outreach in the same way in that both are based on building relationships. But, with blogger outreach there are many more options for creative approaches. I've found getting the blogger involved with the brand, campaign, process works pretty well, too. And, as with journalists, I try to make their lives easier. Provide photos, video and lists the blogger can use in a post they pen about your client's product or service.
@arikhanson
Great post, Jay. I've done a fair amount of blogger outreach for my clients and the most important thing I've found is to always research bloggers inside out. Subscribe to the blog. Read. Follow them on Twitter. Comment on their blogs. Find out which posts draw more comments than others. Think about how you can provide a post idea the blogger will find interesting. In many cases, it's not even about “pitching”–it's about providing ideas.
I will say I approach blogger outreach and media outreach in the same way in that both are based on building relationships. But, with blogger outreach there are many more options for creative approaches. I've found getting the blogger involved with the brand, campaign, process works pretty well, too. And, as with journalists, I try to make their lives easier. Provide photos, video and lists the blogger can use in a post they pen about your client's product or service.
@arikhanson
Twitter Comment
how fashion bloggers differ from reporters [link to post] thought provoking read for PR execs who pitch to bloggers as well as journos
– Posted using Chat Catcher
Twitter Comment
how fashion bloggers differ from reporters [link to post] thought provoking read for PR execs who pitch to bloggers as well as journos
– Posted using Chat Catcher
Jay
Congrats on the 30K milestone. Well deserved for sure. I think it also has to do with accessibility to the journalist and the blogger. Bloggers need the traffic and influence so they are everywhere where as journalists are limited by the corporate structure and not as accessible. There are more creative liberties enjoyed by bloggers they write the way that is best for them and readers who like it read, but journalists have to speak more to the masses under the corporate veil. It is not to say they are not creative but the structure of their employer does not afford them the opportunities that bloggers receive.
Great topic!