Getting to grips with how bloggers think.
Both brands and agencies need to wake up to the power of the blogosphere, they are after all religiously followed by millions of fanatical trend setters hungry for information before everyone else (and his dog) gets hold of it!
Therefore to not integrate a blog strategy for your PR should be a crime. But it’s not as easy as it sounds. Popular bloggers are a unique entity in themselves – to get results from them you need to understand how they think. They, just like their loyal followers are passionate about their subjects, and it’s obvious from the opinions they share and the audiences they attract, that some are even becoming celebrities in their own right.
They constantly need feeding with ‘hot off the press’ information related to their subject before any of other bloggers in their field get their hands on it… they are therefore ‘competitive trend setters’. Give them what they want, and in a format they can relate to and they will publish it.
Mailing out a standard release is just not enough; they take too long to read and don’t provide immediate relevance. Make bloggers your best friends and they will count on you for cutting edge information. Remember that they also have the power to slate your product/service, therefore you need to have your wits about you. Treat every single blogger with respect and personalise the information you give them, picking out relevance to their individual blogs and audiences.
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