Attention PR People: How to Pitch Bloggers and Actually Get Through

Michael Martine is down to earth, insightful and one of my favorite blog coaches. Here’s his guest post on pitching bloggers without making them crazy.

If you’re in PR, there’s one thing you need to know about bloggers if you expect to actually get through to them: they take the “relations” part of public relations seriously. In fact, many bloggers feel that relations is just a shorthand for relationship, because relationships are what they’re all about.

But you don’t want relationships with hundreds of bloggers, you just want them to spread your message for your client. If that’s what you’re thinking, well, you’re working too hard. See, you don’t need to pitch to hundreds of bloggers. Save the form emails with the corp-speak message. Bloggers love to talk about “old media” and “new media” or anything 2.0. But one of the oldest rules in the book you still can’t ignore is still true: it’s not what you know, it’s who you know.

You can’t know hundreds of bloggers. But you can know a few of the right bloggers. The bloggers whom every other blogger links to. The bloggers whom every other blogger comments at. You can infiltrate them. Go undercover. Get on the inside. Once you’re in, you can get them to spread your client’s message.

Here’s how, step by step, the easy way:

  • Pick a few blogs in your target demographic that are popular, and that have authority and traffic.
  • Read them for a few days to get a feel for them.
  • Note the blogger’s social media profiles, and join those social media sites (don’t know how to use that stuff? Learn, or go home).
  • Interact with the blogger as though you were truly interested in friendship.
  • Comment on the blogger’s blog enough so that they interact with you and become familiar with your presence. Do not pitch or say anything related to your PR work. You are deep undercover. Don’t blow it.
  • Keep doing this for a while and interacting with your target bloggers on social media. Just be cool. Make sure you’re actually contributing something of value in these interactions, as though you cared.
  • Contact the blogger directly via email or contact form on the blog. Do not pitch. Remember, you’re infiltrating: just say hello and be slightly flattering.
  • After the blogger writes back, just have a normal conversation by email for a few rounds. If you’re ignored, leave a comment on the blog saying you had contacted them privately and that you hadn’t received a response, yet, even though it’s been X number of days. This should get you a personal response.
  • Have a genuine conversation with the blogger. That’s it. Do nothing else.
  • Wait a while, then do it again, but this time with a little more familiarity.
  • Send the blogger sexy pictures of hot supermodels. Just kidding, read the next step.
  • At some point, subtly mention that you have a link that may be of interest to the blogger’s readers, because you see parallels (or whatever). Put the link in the email.

Voila. Mission accomplished. In order to not arouse suspicion, continue to act like you’re a real friend for a while afterwards.
Hmm. After all that, you might as well have just been a real human being, been a real friend, in a real relationship with someone. Ah, well, I guess things really are changing. Maybe relations really does stand for relationships, nowadays.

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  • Freaking hilarious entry – but also very useful. Thanks for the insight.

  • Julien

    I know you're kidding with some of this but as a PR person it is really hard to get bloggers to pay attention anymore. You have to send gifts etc or promise exclusivity

  • I really think that's the point. Some people in the business still work the old spam it until it sticks way and that's annoying to both sides. A little mutual respect goes a long way.

  • Laura Mappin

    As I read this post, I thought hmm … not sure I want to work with these people, then eww, then yuck, no thanks – this is disgusting. then I came to the end to read that it could be a joke. the comments kinda confirmed that. whew – relief!

  • Yes it's tongue in cheek. Really. It is!

  • It looks like an effective method.

  • I've read the entire article is really good

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  • webriq

    Hi everyone! I recently gone through a new site for creating free websites and I hope my suggestion could be useful for everyone who wish to have and create a website with their name as a domain. I created my website through webriq.com without any confusion and I am comfortable using it without any programming knowledge .Webriq is a tool that is easily editable and is using advanced drag and drop technology.

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  • I would be delighted to have a website that would reach a lot of people. Where do I begin? It’s amaze out there choosing the right software, Hosting etc.
    And it is best tool we can create a website with easily editable and is using advanced drag and drop technology.

  • I would be delighted to have a website that would reach a lot of people. Where do I begin? It’s amaze out there choosing the right software, Hosting etc.
    And it is best tool we can create a website with easily editable and is using advanced drag and drop technology.

  • nigel1974

    Great post. Lot of useful information. Thanks for the knowledge friend.

  • nigel1974

    Great post. Lot of useful information. Thanks for the knowledge friend.

  • kamisorishears

    nice blog keep up the good work I will comeback soon to read more articles
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  • kamisorishears

    nice blog keep up the good work I will comeback soon to read more articles
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  • This takes so much time. And that is more important thing now. So In my opinion just make the comments and wait for approvel

  • digitalmalay

    Nice trick.But i got a better one.Bribe those big authorities blog hehe

  • workgroupcollaboration

    hey i read your post…it is an appreciable effort.

    You provide nice information about blogger and blogging..

    Thanks a lot dear 🙂

  • car2t

    Thank you for sharing. Great!

  • Yes it's tongue in cheek. Really. It is!

  • Hi. This Article is very helpful for me..
    Thank you very much..
    Have good days friend..

  • Excellent post, Thanks for your guide, I’ve gained a lot of useful information now!

  • makemoneyfromhome

    Thanks for share.

  • Amusing article, it made me chuckle. There is some good information in it aswell. It is becoming more and more difficult for PR people to get bloggers to pay attenetion nowadays though. Thanks for the info

  • Thanks for this, very useful…

  • Thanks for posting, some funny insightful information, thanks alot!

  • Thanks for posting, some funny insightful information, thanks alot!

  • Pitching good material in very important to bloggers, good article

  • car_games

    Some great tips to pick up here, thanks for making the post. The world of the blogger is an interesting one and one that continues to become more popular day by day with more people setting them up.

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  • joy34567

    thanks for informations !

  • I think this is very useful article for newbies. Who don't have much experience of Blogging. But for experienced ones its a joke!

  • I read your article, some tip many kind of people used please go to deep inside to find tips. Thanks.

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  • I read your article, some tip many kind of people used please go to deep inside to find tips. Thanks.
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  • marcdan

    As I read this post, I thought hmm … not sure I want to work with these people, then eww, then yuck, no thanks – this is disgusting. then I came to the end to read that it could be a joke. the comments kinda confirmed that. whew – relief!

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  • marcdan

    As I read this post, I thought hmm … not sure I want to work with these people, then eww, then yuck, no thanks – this is disgusting. then I came to the end to read that it could be a joke. the comments kinda confirmed that. whew – relief!

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  • I know, I know. This post gets way too much traffic. I've got a new post for PR folks in the works that is NOT tongue in cheek…

  • marcdan

    Don't you wanna share it!

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  • Pingback: On PR and Pitching Bloggers | Janet Fouts()

  • Hey this a very good post…with very good content…Thanks for this post…Keep up the good work..

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