Last week I had the pleasure of presenting a revised approach to blogger relations, to a packed room at the inaugural Dx3 Canada digital trade show.
Following the presentation, several attendees reached out to me asking that I post the presentation online. So, here it is.
Key points from the presentation:
- The blogger relations process is broken. It focuses on transactions between bloggers and PR people, and is overly adversarial both due to its nature and the way that companies have gone about it.
- We should think about blogger pitching in terms of a relationship, not a transaction. Key elements of this:
- The first time you reach out to a blogger should not be to pitch them – the process should start with listening and engagement
- The pitch should be the middle of the process, not the end – follow-up to ensure questions are answered and feedback is given in both directions
- The LEAF framework (listen – engage – activate – follow-up) summarizes an ongoing relationship-focused process
- There are realities to a shift like this. Shifting to this approach means taking a new approach to budgeting and planning outreach programs that involves more time, different people and an longer-term commitment
- If bloggers want to work with companies (and that’s a big “if”), they can benefit from approaching interactions on their side differently too.
I had a great time during the presentation – the crowd reacted well to the ideas and the interaction in the Q&A was great. Let me know what you think, too.