Gini Dietrich

How Do PR Pros Pitch Bloggers?

By: Gini Dietrich | September 30, 2010 | 
26

It’s time for the Arment Dietrich Facebook question of the week! Beatriz Alemar asks, “How do PR pros pitch bloggers?” I answer her in the following video and would love to know your tips, as well.

I mention the newsletter in the video. You can find the subscription page here and you can see what I’m talking about by reading the latest issue.

If you’re receiving this in your RSS feed and can’t view the video, click here and it’ll take you to YouTube.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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26 Comments on "How Do PR Pros Pitch Bloggers?"

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Erik Hare
5 years 7 months ago
Good stuff, thanks! The lack of personalization in a pitch is a bit unforgivable. I regularly look for bloggers who are off the beaten path when I’m promoting books for a small publisher – usually bloggers who have written about a similar author or work that I think will like what we’re selling and will give us at least some good feedback as to whether a pitch to their fans will be successful. When I offer them a review copy, I write a quick note and include at least three XXX sections where I can personalize it – their name,… Read more »
Gini Dietrich
5 years 7 months ago

Erik – I actually love the way you take the pitch and personalize it in certain places. I know if I received something that showed the person had been reading my blog, I’d be more apt to respond. Even if it was to say no.

Shamekko
5 years 7 months ago

Thanks for posting this video Gini. I’m still relatively new at pitching, but it totally makes sense to customize an email to a blogger, journalist, etc.

Gini Dietrich
5 years 7 months ago

Shamekko – It will also make your phone calls and emails SO much easier when you feel like you know the person you’re pitching. Commenting on blogs and articles is the easiest way for a reporter or blogger to get to know you. And then they’ll pretty much do whatever you ask!

Tim Jahn
5 years 7 months ago
This is becoming a hot topic for me, as I am increasingly getting pitched for companies/stories/people that I should interview for my site Beyond The Pedway. More often than not, these pitches are sent by the company/story/person’s PR firm and are REALLY long, don’t have my name (or have my name as Jim), and have little relevance to what I produce on Beyond The Pedway. To be honest, I’ve been losing respect for the PR industry (or the small areas I interact with it) on a daily basis. From my point of view, these people are spammers – nothing more.… Read more »
Deanna
5 years 7 months ago

Let me ask you this “Jim”:

How would you find sources if there *weren’t* PR people? Bet you’d spend a lot more time digging. Also, calling all of us spammers as a whole is completely ridiculous.

Mike sounds like a great PR pro. And you know what? There’s tons more of us just like Mike out there. Trying to form relationships, be genuine, and KNOW who we’re pitching. Sometimes, our stories might not fit 100%, but if we don’t try, how are we going to know what’s interesting/compelling?

Tim Jahn
5 years 7 months ago
I find a majority of my sources on my own (always have). I don’t rely on PR people to find them, for some of the reasons I stated above (mostly, they usually don’t bring relevant sources to the table). I’m not calling all PR people spammers – just most. Mike is a great example of someone who is anything but a spammer. And I bet there’s plenty of other Mikes out there. I guess they just don’t interact with me much or I don’t seek them out enough. Anybody can paste crap into an email and hit send. How is… Read more »
Deanna
5 years 7 months ago

True, SOME (emphasis on some) just don’t put thought into pitching and just throw words into a document. This irks me when I get spammed with people looking for jobs. So I guess it’s PEOPLE, not just PR people.

I think our industry needs to realize no two bloggers (or journalists, etc.) are alike and it all comes back to knowing who you’re pitching.

Thanks for your thoughts back and thanks, Gini for a good post!

Gini Dietrich
5 years 7 months ago

Well this was a fun little debate between Tim and Deanna!

Mike Pilarz
5 years 7 months ago

Thanks a lot, Tim. I assure you there are plenty of other respectful, intelligent PR pros out there, but I can understand how it doesn’t seem that way when your inbox is bombarded with crap every day.

It’s a problem our industry desperately needs to fix if we intend to stay relevant.

Gini Dietrich
Gini Dietrich
5 years 7 months ago

Tim! How did Mike know you commented about him?? Does he read Spin Sucks?!?

David Spinks
5 years 7 months ago
It’s still a very interesting debate because there are so many changes going on… Bloggers are becoming bigger sources of news. They’re gaining traction and credibility. There is such a wide variety of bloggers, from personal to professional to literally any topic someone might be interested in. PR professionals have to learn about all these different kinds of blogs and approach them accordingly. PR pros are used to pitching traditional media. It was easier because usually, traditional media posts content more often, and they have a formal process for pitching them. Now they have to deal with bloggers who each… Read more »
Tim Jahn
5 years 7 months ago

“I think a lot of things will change in 2010.”

Ohhh, do I smell some foreshadowing? 😉

Things will change, because of awesome professionals like yourself who care about making change.

Keep on rockin’ in the free world buddy.

Gini Dietrich
5 years 7 months ago

Or 2011?!? I mean, Spinks, 2010 is over. Some foreshadowing is right! LOL!!

trackback

[…] This post was mentioned on Twitter by Gini Dietrich, Rob Mark. Rob Mark said: RT @ginidietrich: How Do PR Pros Pitch Bloggers? | Spin Sucks http://ff.im/-ro5s8 […]

Darryl Gregory
5 years 7 months ago
Gini – I’m glad that I ran across you video via Twitter – This just reinforces what I’ve been practicing – relationship. I’m a singer-songwriter and as such I am my own PR person. In order to get my music reviewed on podcasts AND blogs I feel I need to 1) find a compatible blog/podcast; 2) read and listen to them; 3) comment and build the relationship I have an on again off again podcast for indie musicians (www.unsignedunderground.net) and I would get PR solicitations all the time. The ones I paid attention to were the ones that were personal… Read more »
Gini Dietrich
Gini Dietrich
5 years 7 months ago

Darryl, thanks for the thoughtful comment about how you’re going about pitching bloggers. You’ll be hugely successful because of it!

Danny Brown
5 years 7 months ago
Ha, I’m not that “nice”, Gini 🙂 Coming from a bit of a PR background myself, I’ve spoken a few times now at PR colleges (or colleges where comms is a big part of the curriculum), and a lot of it sadly comes down to dicks that run PR agencies. They tell the junior execs which bloggers to reach out to based on subscriber count, and who cares if they’re relevant? I actually got into a nice stand-up argument with one such agency boss in one of the classes I was speaking in front of (he wanted to see what… Read more »
Gini Dietrich
Gini Dietrich
5 years 7 months ago

Danny, you ARE that nice…in a cynical, snarky way (which is why I love you). But I have a question. Are there people in this world who have really never had sushi?

Danny Brown
5 years 7 months ago

Ha, me, actually. I just can’t stomach (no pun intended) the idea of raw fish.

Edward M. Bury, APR
5 years 7 months ago

Hello: Can’t be much help here since I haven’t pitched a story in a long time — to a blogger or a journalist. But I fancy myself as a blogger — http://prdude.wordpress.com/ — and I’m ready to be pitched.

Gini Dietrich
Gini Dietrich
5 years 7 months ago

EB – get ready to understand how blogger relations works with BOMA. And congrats again!!

Beatriz Alemar
5 years 7 months ago

Gini –

Thank you so much! Finally got a chance to view your answer in its entirety (so much travel)!

Great tips! Love hearing about the different sides of the coin since you deal with both. You go through everything from finding them (inexpensively) and building a relationship.

I’m very excited for @davidspink’s new BlogDash tool coming out soon. We’ll have to add it to the list next year!

PS – I really like the QR codes. They are so underused. Will be on the lookout for it in the next newsletter!

Nikki Stephan
5 years 7 months ago
Very relevant topic, Gini. I agree with many of the commenters here. I agree with David Spinks’ thoughts that media and blogger relations differ, but there are some similarities. Just as with traditional media, when reaching out to bloggers, do your homework first (spend time reading previous content before you even think about reaching out), make sure the news/info you are sharing is relevant to his/her readers, sound like a human being in your email versus a corporate talking head who is spewing off jargon and make sure there is solid value to what you are sharing. I do wish… Read more »
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