How to Properly Address Bloggers for Press Release
Companies conduct press work and blogger relations with the same goal: They want to make their content accessible to a broader public because both journalists and bloggers act as multipliers. So you could think that the approach to classic media and blogs is very similar. Both “systems” work quite differently.
Stories Instead of Information
A blogger is more interested in stories than information. Most bloggers run their blogs with passion for a topic or because they like to report on certain aspects and want traffic.
Personal blogs, for example, from the areas of family or travel, reflect the blogger’s personality. Some bloggers now earn money with their blog, life, and thoughts or disseminate a topic area in the foreground.
The main task of a newspaper editor is to collect information on specific topics and fill a sheet of paper with it. For him, this is a well-made press release maybe work easier because he can fill a few lines with the information provided.
The product and blog should go well together
Companies have often written: “Since we don’t want to buy an opinion, but only work with authentic fans, we refrain from paying.” Bloggers like to write back, but the working time for writing and taking photos leads to the finished article needs appreciation.
Also, when it comes to credibility, the focus should be more on whether the product and the blog go well together. If coffee candies are suddenly advertised on a blog about a sustainable lifestyle, I feel like a reader is being kidnapped!
What are the advantages of blogger relations over public relations?
Bloggers bring their personal view of a product or company.
That depends on what you want. Once you have created a press release, you can send it to many publishing houses simultaneously and thus have quite a large output.
Bloggers want to get to know and test the products or companies. You have questions and are looking for added value for your readers.
Bloggers would never introduce a product without having tested it beforehand, except with introductory words like ” I didn’t test it, but it sounds promising because…”
Bloggers bring their own personal view of a product or company. When five bloggers tell their personal stories about a product, five different aspects may come to mind.
For example, one of them is interested in a pair of shoes because of the vegan production method. Then, he might talk about the design is amazing, and the third is happy that the shoe was made in the USA.
Now you could say: It would be great if everything were included in one post. Maybe it does, but with different emphasis. Because the blogger from the VeganLifeStyle blog focuses on the production method, the fashion blogger on the design, and the sustainability blogger on fair production.
Besides, you get the respective target group that the bloggers have continuously built up and can be defined much more precisely than in a large daily or weekly newspaper.
This is because the blogger from the VeganLifeStyle blog focuses on the production method, the fashion blogger on the design, and the sustainability blogger on fair production. Also, you get the respective target group that the bloggers have continuously built up and can be defined much more precisely than, say, in a large daily or weekly newspaper because they are niche-specific.