If you are a blogger from a metro Indian city with decent online presence chances are you might have been contacted for some brand sponsored blogger meet or the other. While I am not sure about how things stand in other parts of the country, Delhi is definitely seeing a lot of activity on this front. The PR firms and Social Media agencies are increasingly going all out to woo the bloggers to help them spread the word about their clients new product, service etc. Given the fact that me and my fellow blogger friends get invited to an event/meetup every ten days you can imagine how things stand today and where they can go from here.
While being a Blogger and Social Media guy I am quite happy to be a part of the new scheme of things but I am not exactly happy with the way ‘Bloggers are being pitched’ by PR, Blogger relation firms and Social Media agencies and I am not alone in feeling this way about the way we are approached and followed up.
While a lot has been said about this already. I’d like to share a quick list of Do’s and Don’t s for approaching us (Bloggers) and hope the local agencies/individuals will learn a thing or two from it and in turn make things better for everyone involved.
The below mentioned list is for people who want to do their jobs better and are willing to make an effort for the same. So if you are one of those lazy guys who don’t want to make an effort, skip the post.
1) Don’t Send Bulk Emails/SMSes: While it might be the easiest way or the only way you know of to send email to a dozen folks, it is counter effective. Such bulk emails trigger the spam alert which I am sure would be the last thing you want. Also, being personal in your emails shows that you have spent some time on those emails and most bloggers would appreciate that. If you are new to the job or need to further fine tune the sending email bit, you can checkout ‘5 Tips for Writing Better Emails‘. The same applies to SMSes also.
2) Don’t Spam: Contrary to what you might think, sending multiple emails or smses about your client’s product or the agenda/reminder for your meet don’t guarantee any results. If I am interested in learning more about your product I’ll ask for it and the same goes for attending the meet or reviewing the product. If I am keen to attend the meet I’ll attend it, sending me reminders every 2-3 days. Bombarding me with information about your product/meet might make me lose all interest.
3) Don’t Instruct: I am not sure how it works with journalists but telling bloggers what they should and shouldn’t write isn’t the best thing. Giving them pointers or sharing key points is good but telling them you should write ‘this’ or you can write ‘that’ isn’t.
4) Don’t Act Desperate: Yes, it’s plain stupid when PR/Agency folks start acting desperately to ensure a bloggers attendance or getting them to write about something. If a blogger finds your event interesting and they can fit it nicely in their schedule they will attend it, asking them to send a cab or pay for conveyance generally doesn’t help. Similarly asking them to test a product or share it with their friends multiple times ends up doing more bad(though not easily visible) than good.
1) Know the Blogger: It might sound obvious but I am sure most people who approach bloggers have almost no clue about them. You need to spend some time researching about the person behind the blog. The least you can do is to find out some background of the person and what he/she likes to write about.
It helps you to verify if the blogger in question would be interested in learning/reviewing your client’s product.
2) Plan Reasonably: This is another aspect that needs some fine tuning. Bloggers are people too and majority of them(at least the one’s I know) are not full time bloggers and don’t make their living out of just blogging. Some have 9-5 jobs, some have businesses to run and thus a bloggers meet scheduled in the middle of a work week and that too in afternoon is unlikely to find any takers and pestering ‘em won’t help much. So it’s a good idea to take these things into consideration before planning a meet.
3) Build Relationships: If you are serious about your job and are thinking of long term associations you should definitely spend some time and effort in building relationships with bloggers that you’d like to involved with. Assigning blogger(s) to an individual is a good way to approach this unlike anyone from the PR firm emailing or calling any blogger at random. My response would definitely be better if I know the person approaching me beforehand and have had interactions with them before.
Here are some of the links you might want to read
How has been your experience as a blogger or PR/Agency person pitching bloggers like?
Update: The findings of a Global Blogger Survey done by Text 100 a few months back should make things even more clear for PR folks