23 Years Ago Today and How Not To Pitch A Blogger Redux (And Twitter pitches too)

Twenty three years ago on this date (September 14th),  my husband and I got married!   We've been together for 29 nine years!  I celebrated my 20th anniversary in Flickr and with this video (darn the gown doesn't fit this year!)  There isn't any thing specific on the geek anniversary gift list to mark the 23rd, so we'll send a donation to the Sharing Foundation.

Last year, I marked the date with the above photo and a post with tips for cultivating bloggers and how it was like a long term relationship.  That post was one of my top ten posts for 2008!

from Esquire Magazine's Awkward Wedding Photos  

The original photo is on Flickr and caught the eye of an editor from Esquire Magazine who was looking for photos to illustrate a piece about wedding photos.   They used it - with blindfolds over our eyes to illustrate what not to wear at wedding!

This morning I got a pitch a from someone who wanted me to blog about one of their programs.  The pitch was like the cravat on the groom in the photo and described by Esquire fashion police:

The thing around the man's neck in this photo is called a cravat, last seen around the neck of the Undertaker before his match at Wrestlemania XXV. Unless you can deliver tombstone piledrivers to anyone who scoffs at you, opt for a bow tie.

I got a cravat pitch this morning.  It  was from a nonprofit organization, a communications manager, who sent me the link out of the blue, without even a "Dear Beth," and really not saying much about why I would be interested.  Even worse, hadn't made the attempt to comment on my blog or refer to any posts.  

In contrast, I also got a bow tie pitch.  It wasn't really a pitch.  It was a number of thoughtful comments on some blog posts.  We got into some back and forth - and of course, it got me interested in writing about the topic.  Plus, the person took the time to get to know me over time before asking me for anything. 

Blogger relations (not to be confused with blogger's relationships like I'm describing above) that is blogger outreach came up as a topic in a workshop I did on social media and the arts last year.  So, here's some advice on how to not to pitch a blogger.

1.   Don't have your office intern hapzardly send out a canned pitches, get to know the bloggers first.    While I write about nonprofits and social media, I try to approach the topic with a bit of personality - and that means sharing information about me - like the fact I'm celebrating my 23rd Wedding Anniversary.  So, why would someone send me a story pitch and press release and invite me to write about social network designed for women who are divorced?   I got a good laugh before hitting the delete button.

I got the impression that someone just scraped this list and send out pitches blinding without, at minimum, clicking through to a Facebook profile or perhaps evening reading the blog.  So, before you begin blasting out your pitch happardly to bloggers, read some of what the blogger has written and see if your pitch is relevant.

2.  Don't have your first point of interaction be a request to blog about your program or whatever.   My husband didn't ask me to marry him on our first date - we had a great courtship, getting to know each other before we said "I do."  The best first date with a blogger is to leave a meaningful comment on their blog. Something more than "this is great" or "write about my project," but something that leaves the impression that you've taken the time to read the blogger's previous posts and add something with your comment.  Kevin Bondelli has more advice.

3.  Don't overwhelm the blogger with requests.   Once you've developed a relationship with trust and respect, then you can begin to pitch.  But don't ask them to write about every little thing and don't swamp them with pages and pages of material.   Be succinct and make a clear connection between what the blogger is interested in writing about and your program or organization or whatever your pitching.

4. Provide helpful information: If the blogger is going to write up a post, make sure you have a good "blogger" mini site or easily content.  I can't tell you the many times I've been pitched with an attached press release without good pointers to online information.

5. Answer the Bloggers Questions promptly:  This blog, like many blogs, is a labor of love.  So, answering follow up questions promptly is very much appreciated.

6. Say thank you:   If the blogger writes about your organization or project, it is a nice touch to say thank. I'm simply amazed that people don't do that.   Best way is to leave a comment in the post.  

Some of this applies to twitter as well.   Here are a few tips:

• Don't send direct messages with "retweet" this, particularly if you don't know the person or don't have a relationship.  I get a lot of DM and while I'd love to retweet all of them, I'm only one person.    I tend to retweet when I have a relationship, as a reward, or when there was been reciprocity.
• If your pitch also has a request to retweet, include a copy of cut and paste examples.   Make it easy.
• Saying thank you Twitter is easy with a retweet.

There's lots of great advice about blogger relations and outreach.  Here's a few choice links:

• Connecting With Bloggers from Free Range Graphics Studio (written for the nonprofit reader)
• Bloggers Talk To PR Agencies by Toby Bloomberg
• Blogger Outreach 101 by Kevin Bondelli
• Definitive Guide to Social Media Releases by Brian Solis
• Blogger Outreach: New Study Attempts to Define Success by Kami Huyse
• Are Bloggers Media? by Todd Defren
• Put Away Your Shot Guns by Chris Brogan
• The Secret Sauce of the Perfect Pitch by Susan Getgood
• Blogger Relations by Lee Oden
• Most PR Bad, This PR Good, by Jocelyn Harman

What tricks or tips have you learned about approaching bloggers and getting them to write or Tweet about your nonprofit's programs or services?  What are some of the best resources?

Comments

[Denise Graveline]

What a great set of stories, Beth! My blogger cultivation is no different from what I was taught to do in cultivating reporters -- I started in PR after having been a journalist and my new boss said, "Just do what you'd wished someone had done for you on the other side." So that turned out like this: Be generous with unique leads and suggestions that show you've read the blog and get its approach and readership. Don't push. Don't check whether things have arrived. Make yourself available. Offer things: access, background, context, pictures, video, examples. Ask what's wanted. Be honest about what you do and don't have. Give away leads to other sources than your organization. Be on time with responses. Be early, even. I don't have to pitch much these days--I get pitched for my blogs--and I sure wish more folks had this training.

[Marc van Bree]

I think this article covers it really well, and the interesting thing is that I don't see too many differences with print journalism.

Here are my general rules: read, participate, build relationships and adapt materials. But really, I wouldn't treat bloggers much different than print journalists; provide the same level of service you would provide a journalist.

Drew McManus has some good advice over at Adaptistration on how to connect with new media (orchestra focus): http://www.adaptistration.com/?page_id=1877

Also Todd Defren's social media release: http://www.pr-squared.com/2008/04/social_media_release_template.html

And lastly, I wrote a post about some Nielsen Norman Group research about how journalists use Web sites to find information and added some elements for an online press room: http://mcmvanbree.com/dutchperspective/archives/200808_id254.htm

[Beth]

wow, Denise, thanks for sharing these tips. And I wish more folks would
approach bloggers as you suggest below.

On Mon, Sep 14, 2009 at 1:11 PM, wrote:

[Wendy]

Happy Anniversary! I didn't know until I hit my reader after we g-chatted!

I love that you're in Esquire, even if it's awkward. I think it's a wonderful photo! Also, wonderful advice as always.

Thank you for everything Beth!

[Pastor Tom Sims]

Happy Anniversary, Beth! You don't seem old enough for 23 years.

This was a great article - very good points.

[Andrew Brandt]

Well I think the wedding photo is cute. And cravats are NEVER out of style for real formal wear! (I wore white tie and tails at work when I was a symphony musician; Tux if it was an afternoon concert.)

Andy

[Danielle]

Happy Anniversary Beth! Great tips too :)

[Norman Reiss]

Congratulations on your anniversary and wishing you many more. My wife and I are a bit behind you - we'll be celebrating #9 in November.

[Beth]

Congrats to you!

On Tue, Sep 15, 2009 at 8:39 AM, wrote:

[Christine Egger]

Happy Anniversary to you both :)

This is why I <3 Beth Kanter: every situation is unveiled as a teachable moment. Great stuff ~

[SarahK]

Happy anniversary, and thanks for the tips. I'm new to the field, and it's always helpful to understand how bloggers and journalists work and what I can do to make their jobs easier.

[Toby]

Beth - I loved your photo .. what does Esquire know? Seriously, congrats! to you and your husband. Thanks for being one of the shining lights of social media who is always willing to share and help people understand why these conversations matter. Appreciate the shout out too.

[Cynthia Samuels]

Happy Anniversary Beth. Hope you had a good meal someplace in Berkeley to celebrate the first one in California. I'm glad I'm not the only one who posts on wedding anniversaries!
As someone who does a lot of blogger outreach I commend your list. If you know anything about blogging and the attitudes and culture that surround us all, most of it is common sense, isn't it?

[Jessica F.]

Happy Belated Anniversary! You make a great point about THANKING ppl on Twitter - so many ppl get caught up in their own publicity needs they forget to say thank you or RT others.

Coincidentally I read this post yesterday from Joceyln Harmon's Marketing for Nonprofits blog about pitching bloggers.
http://www.marketingfornonprofits.org/2009/09/most-pr-bad-this-pr-good.html

[melinda lewis]

Great points, and, from my perspective, quite a few parallels to approaches beyond the social media realm. This is just about the same advice I give to advocates in starting new relationships with elected officials, too, for example. Sometimes, in our pursuit of what we want, we forget to deal with our 'targets' as the people that they are. I also wanted to echo--I think the picture is lovely, and the 23 years is an accomplishment to be celebrated! That's much more enduring than style.

[Jocelyn]

Beth,

Thanks for the nod to my post. And happy belated anniversary!

Cheers!
Jocelyn

[Mike Lazarus (GL Computing)]

Nice post... but I'd like to add that this is actually a bigger issue.

Social Media (esp Twitter) has let people contact celebs or others that they might choose that wouldn't have been possible previously.

I see posts/tweets from random web people asking for one thing or another all the time.

Now mostly, this is a great benefit to social networks and social media. BUT there are also many who:

• Haven't taken the first few steps to correspond with the person, introduce themselves and somehow engage their "target"


• Haven't taken the time to even read their "target's" previous posts or bio to see if they are open to those types of requests


• Provided any incentive - commercial, publicity or even (eg for a charity) personal satisfaction


• Actually get upset if turned down or (worse) ignored

I do wonder if these people are like this in a face-to-face sales roll or on their first date? Or is it just the perceived anonymity that lends itself to these anti-social and rude methods?

It's no different to some guy asking you on a date before even introducing himself or finding out if you're available and then throwing a tantrum when you inform him that you're happily married.

Regards,
Mike Lazarus
http://unhub.com/GLComputing

[Joan Stewart, The Publicity Hound]

Beth, your tips are right on the mark.

As a publicity expert and blogger, I am astonished at the number of people who NEVER pitch me! I love publicity success stories, yet few people beyond my newsletter subscribers seem to understand that. (Thankfully, I get a ton of feedback and content from my own subscribers.)

When pitching a blogger, your first communication with them needs to send the message, "I know who you are, I read your stuff, and here's how I can help you."

[[email protected]]

Beth, congrats on the anniversary. My Husband and I also share the same date, and i thought that we were going strong with 2 years! These pointers were such helpful tips. I come from a Journalism background and I agree with Denise, doing for others what you would have wanted done for you is one of the best ways to start.

Thanks for the help
Laura

[Leiah Bowden]

Hi, Beth,
I found your blarticle via an email from eJewish Philanthropy: The Jewish Philanthropy Blog - http://ejewishphilanthropy.com, which led me to an about.com article, where I found you. Thank you for bearing the standard of the golden rule in cyberspace. I love your whimsy and the photo is dear. Yay for the cravat and the romance it broadcasts.
Leiah