Keep your press release

We check the mail at ChaosScenario (chaosscenario@yahoo.com). As our readership has grown, a few PR companies have reached out to us for a review of a book or coverage of their clients product, story, etc. Like any blogger, if the subject peaks our interest, we'll cover it, especially if it's related to topics we cover on the blog every day.

What annoys me a lot of the time are people who blanket us with press releases. Maybe it's bugging me more lately because I've been working on some blogger outreach projects. Sending out a blanket press release may be the way that you reach out to traditional media but it doesn't work for bloggers and I can guarantee it won't work for ChaosScenario. In my mind, this is just lazy. If you want to reach out to bloggers, follow these simple rules (courtesy of Benjamin Koe at eok.net):

1. Personalize the pitch -  recognize that bloggers are real people and tell them why your pitch is interesting
2. Blogs are conversations - Communicate with bloggers. Your more likely to get a response if your involved in the conversations that are happening on a blog. Oh, and being involved is more than just posting a comment like "Great post, check out xyz.com".
3. Communicate online - If you don't have a decent website, start there first.
4. Web as a media platform - You should be involved in more than just "blogger outreach". How committed are you to the web as a communication tool?
5. Participation counts - If your involved in the blogosphere before your pitch, you'll have a better chance of being heard.
6. Start blogging - Bloggers will be more impressed if your not just reaching out but also going to the hard work of posting your own material.

- Paul Herring

Comments

[Gannon Beck]

Hey Paul,

I may be wrong about this, but PR companies that blog just to get PR are destined to fail. Those who don't genuinely want to be a part of the conversation and who don’t' have non-monetary reasons to blog won't have the tenacity to stick with it in the beginning.

Gannon

P.S. Great post! Check out my widgets;)

[Paul Herring]

Your missing the point!!

A PR company shouldn't be blogging, the people inside the company or connected to an issue should. A company that has a sustainable brand, that is out in the public promoting a product, philosophy, etc. had better have something to say or else why are they out there.

As I'm sure you know, coming up with content for a blog is hard work. However, just because it's hard work doesn't mean it's not worth it. Nowadays with so much of the conversation happening online, if you don't have a forum to get you message across, you may be stuck just finding ways to defend yourself.