Influencer Relations Tips October 16, 2008

There’s No Market for Messages

Primary Issue for PR Pros Lies in Approach

• Can’t force media relations model onto bloggers• General attitude of get rather than give is antithetical

to communities• Bloggers are often part of subject specific communities• Influencers can be powerful on social networks, but

not have blogs• They can be part of two or three communities (cross-

pollination)• Spam, press releases, blanket approaches don’t work

The Similarities

• People• Write, talk, and/or shoot video• Have readers/viewers• Trusted• Relationships mean more• Some blogs are actually electronic publications –

GigaOm, TechCrunch, Huffington

The Differences

Journalist• Paid to write content• Has a masthead w/ an

editorial mission• Needs sources• Supposedly adheres to

journalistic standards• Has an editor• And a publisher• And advertisers

Blogger• Unpaid• Writes to topic – or not• Writes for self, or to build

business• May or may not want

sources• Adheres to personal

standards• Does not need PR

New Media Requires New Approach

• Social implies interaction… Think relationships• Networking skills supersede messaging• Long term harvest versus short term gain • Communities exist in more than one place• Identify all influencers, and focus on them• Example: Ike Pigott, A-List in PR? No.

Influencer? Oh yeah!

Influence As Pictured by Simon Collister

The Tipping Point

Leveraging Social Relationships

• Start by providing value… What’s the so what for this person? What are you giving them that matters?

• Unconventional pitching: Twitter, social networks, micro pitches: NO PRESS RELEASES

• The phone still works• Be one of their community members– Blog– Socnet

Smart Campaign Ideas

• Advisory councils• Use your social media tools! – Interview them– Cross-link– Feature one of their posts

• Sample the wares• Feedback/focus groups

Additional Reading

• Five unorthodox ways to pitch bloggers: http://tinyurl.com/6s7muf

• Podcast on the current state of blogger relations: http://tinyurl.com/68tdum

• Thoughts on pitching bloggers http://tinyurl.com/6pq7ft