In my previous post, I wrote about BlogSquirrel about which I received a press release on Wednesday.
This was the third press release I’ve had in as many weeks from companies pitching their services to business bloggers. While I don’t mind getting unsolicited press releases like this (well, I say that when the volume is still single digit), I do get the impression that they’re a little of "let’s send this out to some bloggers" rather than part of a planned PR exercise.
Not only that, what I’ve got in each case are Word attachments. Come on, guys! If you’re going to do this, do it properly. Sending out your press release as a file attachment would usually be a guarantee that it will never be read – click ‘delete’ if I even read your covering email.
If you want to get business bloggers’ attention, my advice would be to develop a relationship with them. Visit their blogs, get a sense of what they (the bloggers and the blogs) are about. Strike up a conversation with them, either by posting comments or by email, or both. Treat them like the journalists you build relationships with. It’s called media relations.
Let the bloggers know where they can sign up for your press releases. Best of all – if you offer your press releases as RSS feeds, you’re almost guaranteed to get attention to your story.
It may all be a longer process than you want to spend time on, but relationship-building will reap dividends for you.
And one important additional point. While you should treat business blogs as you would media blogs in the
sense of media relations, don’t expect the same kind of reporting you’d
usually see as a result of media relations.
I’m more than happy to write about a product or service in my blog if I think it’s an interesting topic. If I do as a result of getting a press release, or having some conversations, I’ll mention that as I did with the BlogSquirrel item. That’s crucial for blogger credibilty and trust.