Tag Archive for 'blogging'

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PR vs The Bloggers part XXVII

Every year the New York City Press Corps lampoon the shenanigans of New York’s political elite at the Inner Circle Dinner. You may remember the pictures of Rudy G in a dress. What I remember most are the lyrics of the closing number. The assembled journalists address the audience of New York’s greatest movers and shakers with a rousing chorus along the lines of “You need us, we need you.”

Yep. Journalists telling politicians (and their assembled flacks) that they need each other. Because without the politicians, the journalists would be out of their jobs.

So the latest dust up between A-list bloggers and PR flacks has taken the form of Gina Trapani, editor of Lifehacker, against a rouge’s gallery of agencies she’s decided to blacklist for the sin of, among others, emailing her directly instead of using the editorial email address.

So for the crimes of a few ACs, she’s blacklisting whole agencies.

Gina, do you honestly believe that nothing good or on topic will ever come from Edelman? Or any of the other agencies you have blacklisted? And is the onslaught of email really so bad that hitting ‘delete’ is too difficult?

What Gina, and most other full-time bloggers, have to learn – assuming they want to be treated like journalists – is that they are always going to need sources for good stories. Those sources don’t grow on trees – some of them might even come from PR agencies.

In the meantime, good luck writing all of those blog posts every day.

Bonus link: More smarts on the subject from Geoff Livingstone and Jason Falls.

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How do I get people to read my blog?

That’s a rhetorical question, lest you get any ideas….

But all seriousness aside, I get asked this question a lot so here are some answers. And those in the know, feel free to add some more thoughts in the comments.

Don’t Monologue – There are a lot of blogs out there and chances are, whatever industry or community of interest you are in, there are a few other blogs covering that same territory. There’s no way they will know you exist unless you tell them, and the best way to do that is leave comments (thoughtful comments, not spam) on their blogs, and links them on yours.

Remember, marketing is conversation and conversation is dialog. If you aren’t engaging, no one will know you exist, no matter how brilliant your 1800 word tomes on Byzantine iconography.

That’s Enough About You – While we are on the subject of dialog, don’t fill your blog with stuff about you, your company and your products. You probably have a whole marketing program to do that and in any case, blogging isn’t a sales channel, it’s a conversation channel.

Talk about your industry. Be a resource for others who are following in your wake. Share some of your real brilliance. And of course, pay attention to the first rule – don’t forget to share it with others.

Think Search – If you want people to find you, you have to understand a bit how search engines work. And you have to put yourself in the head of someone who might be looking for what you have to offer. See the title of this blog? ’nuff said.

Use Every Tool – Tag your posts. Announce them on Twitter. Share full RSS feeds. Don’t feel that because it’s a blog, you have to stop at blogging. Use every tool in the social media toolkit you can find to bring people to you.

There’s a start. I’ll have more throughout the week.

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Tradeshow blogging

The folks at Spier NY Advertising are live-blogging this week’s Book Expo America. Spier is part of Warren Kremer Paino – Brian Oberkirch and I did a one day workshop on social media with them earlier this year and it’s great to see how well they’ve taken to the medium.

If you are in the publishing industry but can’t make it to New York this week, the blog is the place to get your fill of BEA.

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Welcome to the present

Sorry it took you so long to get here.

I could have told you this two years ago and saved us both a whole lot of trouble.

In fact, I did tell you this two years ago…

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Pitching away

How to pitch bloggers seems to be the question of the day among PR people first discovering this wonderful world of social media.

Apart from the obvious (you aren’t going to send out a mass email blast, are you?) I think it’s very important to remember that blogging for most bloggers isn’t a job like journalism is for reporters. It’s a labor of love but for many bloggers, it’s not to pay the rent but to express some inner voice that needs expression.

So it’s not a blogger’s job to respond to you in time, or even care what you have to pitch her. And when she does respond, she’s doing it out of genuine interest, not out of professional obligation.

If you learn the difference, you too can be a social media wizard.

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