3 tips for building lasting PR relationships with bloggers
Where do you go when you want trustworthy information about a product, service or brand? If you are like many, you turn to social media, online reviews and blogs for answers. In fact, a recent Technorati Digital Influencer study found that bloggers are now the third most trusted source of information, behind friends and family.
So how do you effectively reach these top influencers and make lasting connections? Here are three tips to get you started.
1. Do your homework. Just like with any media relations outreach, you need to be familiar with who you are planning to engage with. You may only get one shot to make a good impression, so it’s important that you are informed and set up for success. In order to do this, consider taking the following actions before reaching out to a blogger:
- Read their blog thoroughly to educate yourself on the topic and ensure your angle and brand tone is the right fit for the blogger.
- Connect with the blogger via social media platforms such as Twitter and Facebook to gain insight into their current conversations and interests.
- If the blogger has an “About Me” section on their website, don’t just skim over it. This section often contains valuable information about their values, experience and interests.
2. Be personable. Bloggers often build their brand on their personality. When reaching out to a blogger, you should adopt a similar mentality by approaching them with a casual tone. This doesn’t necessarily mean that you should throw grammar to the wind. Rather, you want to sound like a real person - not an automated, formal recording. This is also where your research will come in handy. No matter what platform you are reaching out on, it can help to mirror a similar discussion style that the blogger portrays.
3. Keep the communication going. Forming a lasting relationship with a blogger isn’t a one way street. Even if they have agreed to post a blog featuring your or your company, the communication shouldn’t end there. Sharing news or meaningful content with the blogger that is not self-serving helps to support a give/take relationship. This shows that you are truly engaged and a fan of their work even when you don’t need something directly. It can also lead to new story ideas and insights into what they are working on.
Starting off on the right foot with influential bloggers can help you to form long lasting relationships that strengthen brand awareness and drive growth.
So what do you say? Are you ready to take your grassroots PR efforts to the next level?