MarketingProfs via MarketingWonk had this to say in an article about PR folks pitching blogs (usually unsuccessfully):
Tips for Effective PR Pitching
Pitching to bloggers (or any journalist) requires a short, smart, striking email. Nobody wants to get a pitch that everyone and his dog has also received. And no journalist wants to be sold.
Here are some keys to a great pitch:
* Address the blogger by his/her name, or just say “hi.” Never say “dear editor” or “dear sir/madam.” (Honest, I get pitches addressed that way.)
* Don’t tell anyone they “must” or “should” write a story or book a guest. Instead, explain why the topic is of interest and why this person is an expert worth knowing. Don’t be cute.
* Reporters and bloggers follow headlines. Explain how the idea or person you are pitching ties into a current news item or trend.
* Let the blogger know you’ve at least looked at the publication, and see if you can find something to praise. But please, please don’t say, “Loved your great post the other day,” unless you read it and you mean it. People who look at dozens of releases and pitches a day can pick up the scent of baloney faster than a hungry hound.
* If you don’t get coverage, don’t whine by saying you “can’t believe” the blogger didn’t include, won’t write about, hasn’t heard of XYZ company.
* Bloggers aim to provide a personal view of the news. They write in conversational style as an antidote to the canned news of traditional media. Why would you send a canned PR-speak pitch? So don’t.
* Run your content through Bullfighter or similar software to be sure it is free of jargon before you send it out.
Just noticed: This story picked up on PR Studies too.
Great blog! Very good suggestions for PR profs. You'll be surprised what pitches I get sometime via email...
Posted by: arjanwrites | October 10, 2003 at 01:56 AM