Bloggers differ from traditional journalists in several ways, according to an expert panel at PRSA Colorado. A traditional journalist will "let go" of a bad pitch. But a blogger may share it with their blogger friends, giving the PR person a bad reputation with more than one media outlet.
Erica Napolitano, blogger for Red Head Writing; Elaine Ellis, social media and marketing manager for Trada; and Merredith Branscombe, founder of Leap Public Relations; offered these tips for success with bloggers:
* Don't pitch first, comment (on the blog), then pitch.
* Search Twitter streams and most recent blog posts to discover the blogger's interest, tone and writing style.
* Leave something out of the pitch, so they'll want to talk to your clients.
* Check their Klout.com score to identify the fields where a blogger has influence.
* Niche conferences are also a great place to meet bloggers and begin a relationship.
"Understanding SEO is one of the most important things for anyone in social media," advised Elaine Ellis.