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Is blogging the new PR?

Is blogging the new PR?

May 25, 2011 by Fiona Humberstone

Blog

Ask anyone in the business of selling a product and they’ll evangelise about the benefits of having their wares featured in a magazine. Not only does a feature in a magazine — be it in the “What’s new” section, part of an article or a specific feature to drive traffic to your site — it’ll give your business much-welcomed kudos to be endorsed by a magazine title your customers look up to. It’s also a sneaky ego-boost.

But gaining PR in printed titles isn’t easy. Nor is it as cheap as it first seems. You either need to be on very good terms with the magazine editors, which takes time to foster, or you need to have an incredibly hard-working and focused PR company working on your behalf, which, let’s face it, ain’t cheap.

What many e-tailers seem to be overlooking is that the rise in the uber-bloggers provides just as precious PR as traditional printed literature channels. These blogs can provide just as much influence as the glossies and better still, these blogs often link direct to your website! I’m not just talking about you using your own blog to build relationships and generate awareness, I’m talking about you getting your products featured on top blogging sites just as you would an aspirational magazine.

So how do you get your products featured on an uber-blog?

Start by doing your homework. Read the bloggers in your niche and suss out which ones resonate with your brand and your clients. Draw up a hit list of five or so that you’d like to be featured on and start to build relationships with the writers. Network with them on social media sites such as Twitter and comment on their blogs. Ideally you want to maintain a buzz of regular exposure, so build long-term relationships if you can, rather than one-hit wonders.

Bloggers love good content! Great photos, news their clients will love, scoops, sneak peeks and so on are great for the bloggers. It adds richness to their site as well as making their lives easier. I love the ethics of bloggers such as Design*Sponge who only feature on merit rather than due to backhanders! It definitely makes the reading experience more authentic.

I’ve seen too many blogs recently that have clearly just cut and pasted badly written press releases on blogs. It doesn’t work for the blogger or the product and it looks transparent. Blogging is different to the printed media. Just as you wouldn’t want a journalist to print your press release in full (including contact information for your PR), so you don’t want bloggers to publish that info either. And whereas traditional PR may follow a very fixed format, blogging is more free and easy. When we’re reading a blog we want the inside scoop – and that means the blogger giving their opinions and hopefully endorsing your product in some way – so don’t write your usual style press release.

Make sure you send in great images and ask the blog owner what they’re looking for. Oh, and just as with printed media don’t forget to be grateful – a little thank you (I mean literally just thank you – no need to bribe…) goes a long way!

 

Fiona Humberstone is an expert contributor to Marketing Donut and managing director of Flourish.

Find out more on how to write blogs:

Posted in PR | Tagged PR, Blogging | 1 comment

Comments

Great post Fiona, I recently started blogging in my business and it did amazing things for PR and engaging with my prospects. Blogging is great but it requires discipline and committment without which it is not as effective. Being featured on successful blogs will give you the benefits of blogging without the hustle of doing it yourself. Read my post "Should your smal business have a blog?" for more on the benefits of blogging. http://www.awovi.com/?p=1066

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