When is a blog not a blog?

September 27, 2007

Coming back round to the important “social media” question, which is obviously “how to pitch to bloggers?” there are still a couple of things that seem to be lost between the “PR2.0” group and the “web2.0” group.

There’s a lot of talk on the PR2.0 side about how to treat bloggers, but there appears to be little direct involvement from the kind of bloggers that most tech PRs want to pitch to, just more of the same from the PR bloggers. On the other side there are the tech blogs that everyone would like to pitch, but make themselves fairly difficult to pitch to. (OK, not necessarily difficult, but the result of this form is effectively going to be an emailed list of bits of info, surely the original release would be better – I mean we do try to make an effort with the releases..!)

On a corporate level, Google’s official blog appears not to be a blog, whereas Yahoo’s is. Is this a collection of blogs? It certainly says that it is. Or this? What about this? Would the real blogs please stand up?

How about a survey? Better still a kind of registration – All tech blog editors are invite to state clearly whether they want to be pitched to or not. And once the call is made, all releases have to be returned unopened! Use the comments here if you want to.

So, to pitch or not to pitch? In other words, how to follow the very sensible “PR2.0” groups eminently sound guidelines?

Can we count on the fact that 90% of the time, if you get your pitch far up enough the “MSM” foodchain, it’ll appear on the blogs in any case. If your clients is at CES or MacWorld, do you need to pitch to, say, engadget, when in the couple of weeks around the two shows appear to throw everything they see onto the site?

What we need here isn’t another stand alone “social media outreach policy” but a bit more input from the target audience – the bloggers, and that can’t happen without their engagement in “the conversation”


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