Blogger relations and traditional media relations are not entirely uncommon. Of the following steps, which ones may also be applied to traditional media relations? And what other blogger-relations steps or tips would you add to this list?

1. RESEARCH and identify the blogs relating to your space
2. READ, read, and re-read those target blogs
3. RETRAIN yourself to listen more and talk (broadcast) less
4. RESPOND with thoughtful comments posted to target blogs
5. RELATIONSHIP is key, so start to develop one with the blogger before you pitch
6. RECIPROCITY in the relationship matters. So let the blogger get to know you as a person (and you should have some sort of online presence, too)
7. RELEVANCE is highly relevant. Your pitch content must match interest of the blogger and his/her community
8. REALLY SHORT pitches. Brevity counts! A three-liner is great. Shoot for the ultimate goal: 140 characters or less. Teaser pitches are OK.
9. REVIEW target blogs for Pitch policy icon or Pitch policy; if no icon or policy, then ask (a great way to introduce yourself)
10. RELEASES need to be social, as in template and tone
11. RESPECT bloggers – as most don’t get paid; so in reality, their time is even more precious
12. ROLE REVERSAL. It’s not about you or your company. Put yourself in the blogger’s shoes. What’s in it for the blogger?
13. REALIZE that – like PR – Social Media (e.g., blogging) is based more on the Social Sciences, not technology
14. RESOURCE. Be one for the blogger and blogger’s community; bring value (even if it means connecting blogger to another PR person) to the community and conversation. Be helpful and human.
15. REAL. Be transparent and authentic. No B.S.

Thanks to the following folks for inspiration:

Renee Blodgett
Jennifer Van Grove
Brian Solis
Todd Defren

And last but not least…
Toby Bloomberg
In particular, I am especially grateful for Toby Bloomberg’s leadership in developing and sharing this most excellent series about blogger relations.

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