The Key To Starting A Successful Blogger Outreach Program
Gini Dietrich is one of the best communications pros I know. I had the pleasure of meeting Gini via social media a few years ago, and I’ve been continually impressed with the great communications and social media insights she regularly shares on her award winning blog. You can subscribe here.
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I initially got involved with social media to connect with like minded communication professionals, and share insight about the quickly changing nature of our profession. Gini is hands down one of the most generous with her time, friendship, and sage counsel I have met in that journey.
However, here is the funny thing. It wasn’t until this year when she was speaking at the Vocus User Conference I had a chance to meet her in person. It is no surprise to everyone she meets in real life that she is as cool as she is smart.
She was presenting on Blogger Relations – Why and How to Get Started. A perfect topic for her since she knows the issue from both sides. I asked her what was an important takeaway from her talk. Here is what she shared.
This video was shot at the 2011 Vocus User Conference held in Baltimore, Maryland.
Interviewed:
Gini Dietrich Chief Executive Officer, Arment Dietrich Chief Blogger at SpinSucks.comAbout Steve Farnsworth @Steveology
Steve Farnsworth delivers strategy, training, and implementation management to B2B and B2C technology-enabled companies that enable them to effectively integrate New School Marketing to increase customer preference for their brand and shorten their sales cycles.
New School Marketing strategy, training, and implementation
* Increase customer preference
* Shorten sales cycles
Steve Farnsworth's Old Blog 
Gini Dietrich
August 21, 2011
It’s about time!
Steve Farnsworth A.K.A. @Steveology
August 21, 2011
I said all those nice things about you, linked back to your blog, etc. Do I still get that $20 you promised? ;-)
Gini Dietrich
August 24, 2011
I’m on the road and just had time to watch the video. I couldn’t figure out why there was an extra 20 seconds after you ended it. HAHAHAH! I’m such a loser. And no! No $20 for you!
Joan Stewart, The Publicity Hound
September 7, 2011
If you’re pitching bloggers (and anyone who wants publicity should), you darn well better spend time at their blog. The blogger is dropping clues there about topics she thinks are important, tidbits about her personal life, her business likes and dislikes, her opinions on issues, etc.
Too few people spend time doing this. I know because too many pitches I receive come out of left field. It’s obvious the blogger has no clue who my audience is or what they care about. Doing this kind of research can really pay off because, when you pitch, you can weave it one or two of the little “clues” you’ve found in the blogger’s posts.
Steve Farnsworth A.K.A. @Steveology
September 8, 2011
Joan, you are so right. Just including one or two salient facts about the blogger’s blog can be very effective, yet few folks pitching ever do it seriously!
Joan Stewart, The Publicity Hound
September 8, 2011
I spent time at the blog of the health reporter for U.S. News & World Reports and, within 10 minutes, learned:
–Her two sons are circumcised.
–She has worried about staying on birth control pills for too long.
–She’s a penny-pincher and hates buying bottled water in the store.
I don’t know of any expensive media directories that include those juicy nuggets.
Steve Farnsworth A.K.A. @Steveology
September 8, 2011
Now, if you can only figure out how to work in the circumcised sons into the pitch… :-0
Edward Harkins
February 11, 2013
Not second raters but 1bloggers as the 5th Estate’ – that sounds good and solid professional judgement.