Gini Dietrich

The Key to Starting a Blogger Outreach Program

By: Gini Dietrich | August 25, 2011 | 
149

I’m going to be frank. Between two speaking engagements, an earthquake, an airport evacuation, sitting on the tarmac for three hours, and missing my bike ride two days in a row, I’m grouchy, tired, and I look like poop.

So instead of Facebook question of the week (clap, clap, clap or long whistle as John Trader does), I’m going to post the video I did with Steve Farnsworth in Baltimore a couple of months ago.

We talk about the key to starting a successful blogger outreach campaign. It’s not very long, but you’ll notice after he does his fancy ending, there are still a few seconds left on the video. I won’t tell you why – you’ll have to watch for yourself. But let’s just say that Steve, Adam Singer, and Valeria Maltoni were all making fun of me and it was difficult to stay professional as long as I did.

Also, the look on my face in the video still is so much my mother it’s kind of scary. I look just like her here. Just. Like. Her. Not that I don’t love my momma. I do. I just didn’t realize I can give her looks.

So, learn the key to blogger outreach and make fun of me at the end.

And think of a question for me to use in a video in a coming week. Just head over to Facebook and leave it on the wall there.

Then come back here and tell us what you think the key is to blogger relations. Or leave a comment and then go to Facebook. Or don’t leave a comment but go to Facebook. Or leave a comment and don’t go to Facebook. Nah. I like the comment and Facebook option best.

P.S. If you can’t see the video in your Reader, click here and it’ll magically appear.

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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149 Comments on "The Key to Starting a Blogger Outreach Program"

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KenMueller
4 years 10 months ago
What people don’t understand about bloggers is that their power is increasing, while much of traditional media is in decline. yes, there is a risk. But, as we spend more time on line, we are getting more of our news online, and that’s not just from news sites. In many ways the lines are being blurred and the general public sometimes doesnt even realize they are reading a “blog” as opposed to the NY Times or some other news site. The bloggers can be more targeted toward specific niches, it is much more immediate, and there are better options for… Read more »
ginidietrich
ginidietrich
4 years 10 months ago

@KenMueller It totally makes sense. And I see it a lot. The relationship is even more important now than it has been in the past. Bloggers are becoming more sophisticated and, while some are less formal and more laid back than traditional media, they still are extremely influential and need to be treated as such.

Shelley Pringle
Shelley Pringle
4 years 10 months ago

One of the key things in blogger relations is understanding that they’re not media (and definitely not second class citizens either). They’re a different breed altogether. We have a written policy on blogger outreach that addresses these differences. One of the key things is ‘know who you’re talking to.’ Every one must read a minimum of five posts before approaching any blogger.

Shelley Pringle
Shelley Pringle
4 years 10 months ago

One of the key things in blogger relations is understanding that they’re not media (and definitely not second class citizens either). They’re a different breed altogether. We have a written policy on blogger outreach that addresses these differences. One of the key things is ‘know who you’re talking to.’ Every one must read a minimum of five posts before approaching any blogger.

AskAaronLee
AskAaronLee
4 years 10 months ago

While interning in my previous company, we did blogger outreach program, I was also part of a blogger outreach program. What I can say is what brands fail to understand how to treat bloggers as humans and not newspapers. I was “bribed” to write how good a particular brand product was without even using it before, they told me if i did they would let me use the product for TWO MONTHS for FREE. (they earn millions a year) LoL

AskAaronLee
AskAaronLee
4 years 10 months ago

@ginidietrich love your cheeky laugh 🙂

RyanCritchett
RyanCritchett
4 years 10 months ago

@ginidietrich Word, sis. I like your take on influential bloggers and how to think about them (and video always rocks) !

John_Trader1
John_Trader1
4 years 10 months ago
Oh, I’m a whistlin today @ginidietrich Nice pirouette at the end there. Didn’t know you had ballet game in addition to your mad blogging skills. It’s clear that the blogging community’s influence and power increases daily as Ken points out and companies themselves are becoming more entrenched in blogging as platform to educate, and drive traffic and sales. I have noticed in my industry (technology) that many key journalists are reporting through articles for their pubs AND blogging. Talk about a tough job. It’s almost as if they had to reinvent themselves and adapt to the changes in news dissemination… Read more »
alexwood15
alexwood15
4 years 10 months ago

@ginidietrich Hey GD, the post this morn on AD early blogger days, perseverance and no comments (thx mum!) was gr8! #justrelax&write

KenMueller
4 years 10 months ago

@AskAaronLee oh my gosh. Aaron’s tweet about your cheeky laugh @ginidietrich just made me realize who you are! While you do bear a resemblance to the very lovely Deschanel sisters (whom I happen to adore), Aaron’s use of the word cheeky made me realize that you are the Mary Poppins of PR! That’s it. Just don’t let it go to your head. (and a flying umbrella might help with that Chicago traffic)

EricaAllison
4 years 10 months ago
Bloggers are people too! Love the video and the laugh at the end! I agree; pitch them as you would your media sources, but without the releases. The common thread is the relationship approach and meeting someone on the level we all respond to: a human level. Oh, and doing the research is a good start as well! Make sure you know who you’re pitching and what they write about and what they’re interested in. Shocked when I hear of folks not doing that. It only ends up making the “pitcher” look bad and less likely to be “heard” should… Read more »
HLeichsenring
HLeichsenring
4 years 10 months ago

Hi

Your mother must be looking nice indeed!

I completely agree: Bloggers should be taken seriously. In reality here in Germany there are two approaches: ignore them or treating them really seriously. The share is 80:20.

So it is still a long way to go…

Kind regards from Germany

Hansjörg

PS: What is your average bike tour in terms of km and time?

Sean McGinnis
4 years 10 months ago

@KenMueller@AskAaronLee@ginidietrich And the broken car windows…. 😉

Sean McGinnis
4 years 10 months ago

@KenMueller@AskAaronLee@ginidietrich And the broken car windows…. 😉

Shonali
4 years 10 months ago

You look like poop? Ha, you ain’t got nuttin on me. And I was expecting a BWAHAHAHAH at the end, but the 180 did it for me too. 🙂

It’s funny, I was talking about this with someone just yesterday. For me, if you’re good at pitching media – personalizing the pitches, getting to know them, etc., you’ll be good at pitching bloggers. The principles remain the same, IMHO FWIW OMGWAICDB? ! 3hatscomm

Oh, I just saw that @EricaAllison said the same thing. Dang, I’m late again!

Shonali
4 years 10 months ago

You look like poop? Ha, you ain’t got nuttin on me. And I was expecting a BWAHAHAHAH at the end, but the 180 did it for me too. 🙂

It’s funny, I was talking about this with someone just yesterday. For me, if you’re good at pitching media – personalizing the pitches, getting to know them, etc., you’ll be good at pitching bloggers. The principles remain the same, IMHO FWIW OMGWAICDB? ! 3hatscomm

Oh, I just saw that @EricaAllison said the same thing. Dang, I’m late again!

Sean McGinnis
4 years 10 months ago

@KenMueller@AskAaronLee@ginidietrich http://www.youtube.com/watch?v=HrnoR9cBP3o

LMAO!

Sean McGinnis
4 years 10 months ago

@KenMueller@AskAaronLee@ginidietrich From now on, every time Gertrude is speaking to PRSA groups I’ll envision her singing this to them while preaching that spin sucks, PR needs to measure and tie to ROI and blah blah blah…. 🙂

KenMueller
4 years 10 months ago

@Sean McGinnis@AskAaronLee@ginidietrich yeah, but when I think of Gini as Mary Poppins, this video is more what I had in mind…

http://youtu.be/2T5_0AGdFic

3HatsComm
4 years 10 months ago

@Shonali @3hatscomm @EricaAllison Heh, is that you quoting or channeling me, the acroynms? 😉 You’re right, Erica’s right .. the basics are the same, keeping it relevant.

AskAaronLee
AskAaronLee
4 years 10 months ago

@KenMueller@Sean McGinnis@ginidietrich LMAO! i left for a while and came back to this!Darn didn’t know the tweet was so “public”. i am so lucky i didnt start to flirt with @ginidietrich or something

Sean McGinnis
4 years 10 months ago

@KenMueller@AskAaronLee@ginidietrich Hahah! But instead of the umbrella, she brings her bike.

3HatsComm
4 years 10 months ago
While I’d never pitch either a reporter or a blogger a wildly off topic idea, there is something else to consider: relationships. Yes some readers may have deep respect for their tech reviewer or some other reporter, but with bloggers it is somewhat different. If they have any ‘influence’ with their audience, it’s not just because they share valuable, entertaining content but because they also engage with their readers. So when you pitch a blogger you need to — after actually reading their site and any pitch policy they have — respect not only the topic of the blog but… Read more »
ginidietrich
ginidietrich
4 years 10 months ago

@Shelley Pringle I love the five blog minimum! As someone who is pitched, I can always tell if the person has read or not. And it’s offensive if not.

ginidietrich
ginidietrich
4 years 10 months ago

@AskAaronLee Wow! Two months for free! What happens if you don’t like it??

AskAaronLee
AskAaronLee
4 years 10 months ago

@ginidietrich I have to give it back lol

AskAaronLee
AskAaronLee
4 years 10 months ago

@ginidietrich I have to give it back lol

ginidietrich
ginidietrich
4 years 10 months ago

@Sean McGinnis @KenMueller @AskAaronLee I love Mary Poppins!

ginidietrich
ginidietrich
4 years 10 months ago

@Sean McGinnis @KenMueller @AskAaronLee I love Mary Poppins!

ginidietrich
ginidietrich
4 years 10 months ago

@AskAaronLee And can you write a bad review?

AskAaronLee
AskAaronLee
4 years 10 months ago

@ginidietrich Well i was already given a “script” HAHAHA! I nearly fainted.

AskAaronLee
AskAaronLee
4 years 10 months ago

@ginidietrich Well i was already given a “script” HAHAHA! I nearly fainted.

ginidietrich
ginidietrich
4 years 10 months ago

@John_Trader1 My minor was ballet. I was going to be a ballerina…until I realized how little money they make. And how much I like up eat. So that was a small glimpse of my past life. 🙂

You bring up a great point and I think what makes you able to pitch bloggers is to be a blogger.

ginidietrich
ginidietrich
4 years 10 months ago

@John_Trader1 My minor was ballet. I was going to be a ballerina…until I realized how little money they make. And how much I like up eat. So that was a small glimpse of my past life. 🙂

You bring up a great point and I think what makes you able to pitch bloggers is to be a blogger.

Nic_Cartwright
4 years 10 months ago

Sadly – for some reason I cannot access here or there (as per your direction)….. But I am more concerned about you missing your bike ride…. Having just returned from a run/swim and heading out for a bike/gym in 2 hours – I know what happens when one misses ones fix….

So no real idea what the key to blogger relations is – but the key to bike relations is to put down the keyboard and get out there!!! Yee Haa…

ginidietrich
ginidietrich
4 years 10 months ago

@EricaAllison Funny…we’re all human beings, huh? We’re building relationships with people. Why is that so hard to understand?

ginidietrich
ginidietrich
4 years 10 months ago

@HLeichsenring Are 80% ignored? That’s shocking!

I have to convert my miles for you. I’ll be back.

ginidietrich
ginidietrich
4 years 10 months ago

@3HatsComm @Shonali @EricaAllison Crap. Now I have to figure out what OMGWAICDB means.

ginidietrich
ginidietrich
4 years 10 months ago

@3HatsComm I was completely being heckled. And I’m pretty sure that was the third or fourth try.

ginidietrich
ginidietrich
4 years 10 months ago

@Nic_Cartwright I took your advice and rode 20 miles this morning. I wasn’t going to miss a third day in a row!

Al Smith
4 years 10 months ago

@ginidietrich@KenMueller Do you have any grey poupon ?

KenMueller
4 years 10 months ago

@Sean McGinnis@AskAaronLee@ginidietrich the problem with the bike is that she suddenly goes from being Mary Poppins to this:

http://www.youtube.com/watch?v=r4kiXh8YOzk&feature=related

HLeichsenring
HLeichsenring
4 years 10 months ago

@ginidietrich I meant 80% do ignore bloggers,not 80% of bloggers are ignored 😉

Sean McGinnis
4 years 10 months ago

@KenMueller@AskAaronLee@ginidietrich LMAO! I just coughed up an internal body part from laughing so hard….. Gertrude has seen me do this on multiple occasions. In person.

rustyspeidel
rustyspeidel
4 years 10 months ago

So…why, if bloggers expect to be treated as first-class citizens, are traditional pitching strategies no longer appropriate? Or are you saying that those are inappropriate for everyone now? Is PRNewswire dead? A waste of time? Should we be using more social pitching for traditional media too?

Well done on holding the laugh in, that had to hurt! Let’s get together later and add up how many miles we rode.

Al Smith
4 years 10 months ago

@Shonali3hatscomm@EricaAllison What does all that mean ? I really didn’t see the Poop resemblance either. Well, Poop can be Funny, but not adorable, like Gini. I am still amazed at the continuous flow of great content. I know this was recorded, but dayum, girl ? Awesome stuff. Thanks.

Soulati | PR
4 years 10 months ago

Goofy. Dude. Just. Goofy.

Shonali
4 years 10 months ago

@ginidietrich OMG Why Am I Channeling Davina Brewer?! :p @3HatsComm Both! @EricaAllison

KenMueller
4 years 10 months ago

@rustyspeidel I would bet that most traditional pitches are dead across the board, and should have been so a long time ago. I think Gini points out (correct me if I’m wrong) that it should always have been about relationships. Not a mass pitch to a bunch of people. Social Media and blogging are just making some people realize this now

ginidietrich
ginidietrich
4 years 10 months ago

@Soulati | PR Right?

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