Who? What? Where? When? Why? And How to Connect with Bloggers.

Last week, I participated on a panel on PR, Branding and Buzz. The group was 95% technology startups with a couple of Health I.T. and Health 2.0 folks in the mix. One of the most hotly debated questions was: How do you reach brand-name reporters like Walter Mossberg, David Pogue or Andrew Pollack?

I reminded the audience that the influence of bloggers has grown to the point that they cannot be ignored. Both independent and corporate bloggers have a growing influence in spreading the word about particular services and products. Bloggers are relatively easy to develop a relationship with, and brand name reporters pay attention to bloggers. When a blogger writes about you, you reach an audience you can easily develop a relationship with, and who is probably just as passionate about your technology as the brand name reporters are.

But here’s the thing: You can’t pitch bloggers the same way you pitch journalists. If you expect to get through to bloggers, you need to understand they take the relations part of “public relations” seriously. In fact, most bloggers are about relationships, period. So, to assure your success, it makes sense to carefully plan your pitch efforts with bloggers. Here’s how:
First, you want to make sure your story is clear and compelling. If you have a desired outcome and a concise call to action, that helps too.

Second, make sure you’re talking to the right people. There are dozens of biotech, life sciences, and pharma bloggers. Fortunately, only a few of them should matter to you. They are the bloggers everyone links to. The ones all the other bloggers comment about. These are the ones who are easy to get to know. Read their blogs for a few days. Pay attention to the posts that get the most comments. Check out the bloggers’ social media profiles on LinkedIn, Twitter, and Facebook. Pay attention to what they write. Pay attention to the comments people leave. In many cases, more than one blog will fit the profile you’re looking for.

Third, comment on the blogger’s blog so that they interact with and become familiar with you. Show that you’re doing your homework. Talking about a blogger’s posts is a great way to get the blogger to pay attention to you. Be transparent and honest – you’re not pitching to them. Your goal is to get the blogger to recognize you so that when you finally do reach out, you won’t be coming out of left field. When the time is right, introduce yourself via email.

Fourth, have a genuine conversation with the blogger. Keep commenting. Meet them in person if possible. Mention that you’d like them to review your product or company. Remember, just like the media, there are no guarantees, and there is no guarantee the coverage will be positive. Be prepared to react to negative coverage if you get that.
Finally, say thanks. If the blogger does write about you, make sure you let them know you appreciate it.

You’re not going to get a “yes” or a positive story every single time you approach a blogger or a reporter, but polite persistence pays. And if you make the extra effort, eventually, bloggers will help you create the buzz around your brand that will get you noticed by the brand-name reporters.