Why You're Driving Bloggers Bonkers (And What You Can Do About It)

Wednesday, September 7, 2011 5:17:49 AM America/New_York

We're all guilty of them - those little PR faux pas that make reporters - and bloggers - go bonkers. We're aware of some of them - sending a templated email, or sending a pitch to a recipient who doesn't cover the type of product or service you're promoting. Others may not be as obvious - particularly when pitching the new breed of media that is the blogosphere. We've polled our bloggers, and they're offering some valuable insight into what makes bloggers batty - and how you can make your pitch stand out over the noise:

Top Five Blogger Pet Peeves:

5. Irrelevant Pitches. As a PR pro for the last decade, I know first-hand the pressures of delivering coverage for a client, and how challenging it can be to keep up on all the posts for each of our media contacts, particularly if you've just signed a new client who requires that you brush up on an entirely new list of contacts. However, as a blogger, I've been the recipient of too many irrelevant pitches to count - pitches for new mom products (I don't have a baby), or for a service geared toward bloggers/readers in a geographic area 3,000 miles away from me. Most bloggers are flexible, to a point, but many express frustration over being treated like "the masses" - and bloggers talk. Making a pitch personal or taking the time to filter out extraneous contacts can make the difference between a successful campaign and turning off a blogger and her colleagues to your product.

4. Repeated, Insistent Follow-up. We're all under pressure to provide clients with updates, pending and current coverage, and to create buzz around our campaigns. However, 32% of bloggers surveyed cited persistent follow-up as a major pet peeve. One blogger noted, "For example, I once received an irrelevant pitch from a PR pro on a particularly busy day, so I didn't have a chance to respond to her query. A few hours later, I received a follow-up note, saying, 'I'm not sure if you've had a chance to read this, but I wanted to resend and make sure you received my pitch.' The following day, I received the same email, verbatum. I work and have a family, so I'm not tied to my computer all day. If I am out of town or busy, and return to my email after 2 days and see several emails - especially obviously teplated, mass emails - it's a major turnoff. That PR pro will probably get blocked as spam, which means that his or her fuure client pitches, which may be relevant, won't ever make it to my inbox." Most bloggers don't have the opportunity to blog full-time, and many work evenings or early mornings, so patience is key - don't expect, or demand, instant responses. Likewise, understanding that bloggers may have delays in posting their stories is key.

3. Not Answering Questions Or Sending Information In A Timely Fashion. Just like newsrooms have deadlines, bloggers have their own deadlines. They post regularly and can't wait around for images, answers to questions, or other details for their posts. One blogger explains, "We work hard to promote your product to our readers, and ignoring my questions/requests shows me that you're not taking me seriously, but you're asking me to take your product/annuncement seriously." Always treat bloggers the way you'd treat a professional reporter - be conscious of deadlines, ask about convenient times to call or follow-up, and keep to the promises you make. If you promise to send an image today, sending it in 3 days means that a blogger lost a post for the day, and many bloggers keep finely-tuned editorial calendars, post based on themed days of the week, and have many other products they could be writing about.

2. Not Sending Products In A Timely Fashion Or Not Sending Them At All. When committing to send a review product, our bloggers state that an email update within a few days of that commitment, either letting the blogger know her product has shipped, or that it will be shipped soon, lets the blogger know that you haven't just forgotten about her. "Bloggers are typically excited about the products we review," explains one blogger. "We aren't a giant newsroom that's receiving dozens of products a day to pick and choose from. We hand-pick the produts that are interesting to us, and we don't request products we're not going to review. If we've taken the time to follow up with you and request a product, take the time to send it in the mail. Forgetting to send a product or shipping it a month later without any follow-up is a major turnoff and will affect how actively I pursue any future opportunities from that publicist, whether or not the product is something I'd love to cover."

1. Treating Bloggers Like Amateurs. A whopping 73% of bloggers cited this as their biggest pet peeve when dealing with PR pros. In addition to the pet peeves listed above, bloggers have cited numerous examples where they've been treated like amateurs or, as one blogger put it, "Second Class Media," as their biggest PR pet peeve. Among them:

  • "Use my name, don't call me 'Blogger.'"

  • "You wouldn't expect a Wall Street Journal reporter to review your product without actually sampling it, and no, I don't want a 10% off code to purchase it." Not only do bloggers not have the budgets to go out and buy each product they review, but most bloggers maintain integrity standards - their readers are their family, friends, and online buddies. Their posts are interactive and heavily discussed. Bloggers don't want to promote a product that they can't say they've tested themselves - and it's not something that PR pros would expect of a print counterpart. Covering a news announcement is one thing, but many bloggers say that they feel pushed to review an item based on a screen shot of PR description.

  • Today's newbie is tomorrow's big blog star: smaller, newer bloggers are often overlooked for "the same, bigger bloggers," despite the quality of the posts presented. Bloggers understand that PR comes down to numbers, but new bloggers are grateful for the chance to work with a PR pro and be taken seriously. As one blogger put it, "Someone was the first PR pro to give Pete Cashmore his first Mashable exclusive."

Posted in News By Julie Wohlberg

Rising Above The Noise: Five Tips For Killer Pitches

Thursday, September 1, 2011 5:08:56 PM America/New_York

Over the last two+ years, we've had the privilege of running more than 500 blogger campaigns for SheBlogs.org and HealthyBlogging.net. We've seen successful campaigns, and we've seen successful campaigns that blew away even our expectations, with hundreds of reviews, write-ups and social media posts.

What made the difference between these campaigns and others? Here are five tips to help boost your response rates when pitching the blogosphere:

5. Be Personal. A well-written, technically-correct press release is great for traditional newswires, but offering a personal touch that tells the story is what will get a response from our bloggers. If your product is a time-saver for busy moms, spell it out. If your service keeps budget-conscious fashionistas find the season's hottest products at the best prices, give examples. With more than 3,500 female bloggers in our community, finding a perfect match for your product or service is easy - and making your pitches and releases personal lets our bloggers know you're interested in them.

4. Be Relevant. We've worked with dozens of companies that have come to us with products or services that they'd like to promote, without necessarily having a news hook. It doesn't take a feature or news announcement to be relevant for the blogosphere. Feature pitches, contests, or news event tie-ins are perfect ways to prove to our bloggers that your product is worth writing about, and that now's the time to do it.

3. Be Specific. Be specific about the types of bloggers you're interested in working with - whether you're looking for those in a certain geographic area, within a certain age group, or with certain coverage areas, our bloggers appreciate specific requests, and many will help spread the word to their own network of contacts if they know that there are specific criteria you're looking for. If you have product samples available for bloggers who meet specific criteria, spell them out in the pitch.

2. Be Prompt. The more cooperative you are with the bloggers, the more buzz goes around about your promotion. Bloggers do talk, both on our SheBlogs.org site and in our internal social network, about the responses they're getting from PR pros. Those who respond quickly, send samples or images promptly, and who cooperate have regular buzz going around, which drives more coverage and interest. PR pros who don't respond to queries or take a long time to send images, samples, or answers to questions drive negative buzz from the community, which can be a buzz kill. Comments such as "Just got my product sample and it's great!" encourage more bloggers to reach out, whereas comments like, "Emailed three weeks ago and haven't heard back," turn bloggers off. Even if you can't accommodate all requests, a simple, "Thanks for your interest, maybe next time," goes a long way.

1. Incentivize. No no no - we don't mean pay per post. However, just like with a traditional reporter, bloggers need a reason to write. If you have a product, expect to distribute a sample if you're seeking reviews. Bloggers, unlike large media outlets, don't have the budget to go out and buy every product they review - which is why many bloggers start out writing about the products they use every day, so offering a discount code for a blogger to buy your product isn't going to receive the same level of response as offering actual samples. Can't give out unlimited samples? Contests are a great way to drive buzz and coverage while managing a limited number of product giveaways or a small prize package. One company saw 75+ blog posts within a 72 hour window based on a $40 prize package! Offering a discount code for bloggers to share with their readers is another great way to draw posts.


Posted in News By Julie Wohlberg