Social media quiz In 2007, I wrote a post called “Ready to Pitch a Blog? Take This Quiz First.” Three and a half years later, I’m revisiting it to celebrate the Bad Pitch blog’s Fifth Birthday.

While I thought I’d be noting how much has changed since it was written, it still holds up. But I’ve edited it a bit to better reflect 2011.
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Everyone wants to know the secret formula to pitching blogs. The secret is it takes more than pitching.

While many approach bloggers and journalists similarly, there’s as much different about them as there is similar. From the amount of time needed to pitch and where each group fits in a strategy to the materials and approach taken, there’s a difference.

As blog-savvy firms forge ahead, here are six questions you should be able to answer in the affirmative before you start pitching a blog. Have you…

  • Read more than the most recent post of the blog?
  • Searched the blog for your client or relevant product/service/industry terms to see if they are even covered?
  • Subscribed to the blog’s RSS feed or e-mail delivery to make it easier to follow over time and to boost their audience metrics?
  • Left a comment on the blog that continues the discussion and is unrelated to your pitch?
  • Looked for posts and links from their home page telling you if/how the blog author likes to receive information?
  • Sent the blog author an email unrelated to your pitch?

    Does this read like a lot of work? Keep in mind you’re building a relationship, not “puking swag all over bloggers and expecting them to clean it up.”**

    If your news doesn’t merit this level of effort, don’t pitch it to a blog. This will eliminate a few of the irrelevant news releases many blogs receive.

    If you answered no to any of the above, you may need to ramp up your approach to mainstream media first. Here are four tips.

  • Send a reporter a relevant story idea or a lead that has nothing to do with your client. It builds the relationship and turns you into a source. This increases the odds you’ll be sought out for a story in the future.
  • Set up a Google News Alert on a specific reporter to follow their work more closely.
  • Seek out a reporter on Slideshare, Flickr, YouTube, Facebook, MySpace, LinkedIn or Twitter to learn more about them and connect with them as relevant. Just make sure it’s in context. Do NOT pitch a reporter using these channels unless they specifically request it. That’s just skeevy.
  • Study up on current events…news is media relations jet fuel.

    Does this read like a lot of work? Well as the definition of a media outlet morphs, so must our approach to engaging with them. And as more and more bloggers extend the olive branch, the price of a bad pitch is increasing — less coverage, whiny bloggers, angry clients and amused competitors.

    **This is a paraphrased quote from blogger Andrea Deckard when she noted successful brands and agencies are building relationships. But “many brands still puke swag all over bloggers and expect them to clean it up.”

    Cross-posted to the Bad Pitch blog

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