The big issue with most blogger relations articles revolves around a tendency to treat bloggers like traditional media, and also a focus on tactical pitches or initiatives. This approach, in general, follows a bad media relations trend where hits matter more than relationships. Yield outweighs long-term reputation, and as a result mass blog outreach with mild customization occurs. Good PR pros build relationships.
This article seeks to shed light on some best practices for building relationships with bloggers. It assumes the following:
a. You’ve researched the blogs that matter to your company, including critical magic middle blogs
b. The company (or organization) can contribute valuable information or insights to the marketplace’s conversation
c. That the company is committed to a campaign rather
You can read the actual six steps here.