There is a little bit of a trend growing among PR folks that is instilling fear of bloggers. Don’t buy it! I’ve noticed a bit of an undercurrent running through some PR arenas lately about how bloggers can ruin you or are set to embarass you if you don’t approach them correctly and thus you need to only utilize PR folks to teach you how to approach them.
As I’ve said before, sure it’s good to know the “right shoe to wear” if you want to take a dance at the Bloggers Ball, but you don’t have to be so scared that you don’t even show up! (Just practice and research the best approach!)
The key to understanding bloggers is that they’re no different than you and I. And they’re similar to journalists who cover stories in the vein that if they like your product they might cover it, if they like your book they might want to do an interview with you, but there’s no guarantee. And there’s no guarantee that they are going to do the “story” you want them to do or the blog post you would most like to see about your book.
However, on the other hand bloggers are not out to get you or your company and puposefully belittle you. And you shouldn’t be afraid to make a simple query about them possibly being interested in covering you, your book, your company etc. Just don’t “blogbast”. Just simply do your work, build your target blogs within your vertical or arena and read the blogs so you’re not just sending stuff off blindly. This shows a level of respect that we all want no matter what we’re doing.
So if your company is trying to get some coverage for its new-fangled braking system, don’t send bloggers covering crafts and scrapbooking your release. It’s that simple.
Just be respectful of their arena and their time. They spend an awful lot of time covering things that don’t get enough coverage on the mainstream media side and keep that in mind. Most of them are devoted to the blogs not because the “blogging” provides them a ton or any revenue, rather they’re devoted because they’re engaged by the topic they’re covering. If you’re in that arena that they’re covering you’re already ahead of the game!
Blogging is about building relationships, so go and build!