A publicist’s guide to dealing with bloggers

This is what we’ve seen this year:

With more and more people relying on the web world wide web for information, publicists will have no choice but to network with bloggers to help them spread the news. Worthy mentions in blog posts now comprise the “media mileage” PRs hope to get in behalf of their clients,and for good measure.

Here’s the first part of my self-proclaimed guide on dealing with b-l-o-g-g-e-r-s (because am a former publicist-turned-blogger): 😛

1. Familiarize yourself with the workings of the blogosphere. Know who is who, what is what; read up on blogging-related stuff ; be a “geek” or at least act like one.

2. Work your way around the communities. Blogging is not just about a disparate bunch of people facing their computer, they do “eyeballs and meet-ups every now and then, as well as connect through various online fora and group blogs. Make sure you know where to find them; know the buzz around the blogosphere at all times.

3. Rely on good ol’ referrals from blogger-friends, but by all means also diversify your reach. Look through group blogs on niche topics, blogrolls and sites like Technorati.

4. Get familiar with the blogging culture, or the blogging social culture, if there ever ever was one. A few things to expect: bloggers like carrying around their laptops, dressing in comfy jeans and tees, and who can refuse an ice-cold bottle of San Miguel beer? Be stumped with what some of these people know about computers and the like.

5. Dr. Norman Vincent Peale’s ‘How to Win Friends and Influence People’ applies. Remember my name, please please do not email me using another blogger’s name.:D Bloggers will have a bloated self-importance of themselves and their blog; make sure you read up and covered sufficient ground before contacting.

6. Pitch a product that is worth blogging about. In the same way that stories have to be newsworthy before landing in the papers. Also.. by way of an example… don’ sell to me an anti-theft device if I am a food blogger and would rather munch on the latest donut offerings.

7. Easy on the freebie. Unlike journalists who have a well-spelled out Code of Ethics, acceptance of swag bags among bloggers is a matter of personal conviction. A blogger may test a gadget or resto without prejudice to the kind of review he makes about it afterwards. Recognize the risks and henceforth be realistic.

8. Look for ways to connect. If you have a client who is blog-friendly, advertising with the top blogs wouldn’t hurt, not to mention sponsoring meet-ups and big events like the Philippine Blog Awards.

9. Come out yourself with a website or a blog! If you’re a reputable PR agency, a blogger will want to check your website first, and you’d probably endear yourself further if you have a regularly-updated blog. Birds of a feather flock together.