Oct 02 13 Rules of Ethical Blog Pitching
People are still wrapping their arms around what a social media agency can do for them, so one of the questions I get asked a lot is, â€œCanâ€™t you go out to the bloggers and pitch them to write about us?â€
The answer, I suppose, is yes, even if thatâ€™s 1/1000ths of what a social media agency can do, and not really the idea behind true social media marketing.
Nevertheless, the popularity is causing the A-list bloggers to bristle at being pitched all the time, so Ogilvy PR has come up with a good code of ethics to use when you reach out to bloggers. Iâ€™ve summarized it briefly here, but itâ€™s worth a read:
- Reach out to bloggers you respect, who write about what your client wants to talk about;
- Every social media campaign doesnâ€™t need blogger outreach, use it appropriately;
- Admit who you work for and what you want, right from the beginning;
- Check the blogs â€œAboutâ€ and similar pages to make sure they havenâ€™t requested no contact;
- Contact bloggers the way they ask to be contacted;
- Donâ€™t pretend youâ€™ve read a blog you havenâ€™t;
- Say in the email why what youâ€™re saying is of particular interest to this blog;
- Be sure you can be contacted if the blogger is interested;
- Encourage bloggers to acknowledge they were contacted to do a post;
- The blogger can say whatever they think about the product, even if itâ€™s really unflattering;
- Ogilvy promises to keep a â€œdo not callâ€ list of those whoâ€™ve asked not to be disturbed;
- If an interested blogger doesnâ€™t reply, follow-up only once;
- The first outreach will include a link to the blog outreach code of ethics.
This is a great start. Blogging has been the wild west, but like the wild west, weâ€™ll need some sheriffâ€™s and some laws. Ogilvyâ€™s post is a good start down that path.
What do you think. Whatâ€™s missing?