In Marshall Kirkpatrick’s recent post, 5 PR Pitches: The Good and Bad, he takes a handful (five, predictably) of PR folks, by name and agency name, to task for incorrectly pitching him on behalf of clients. Despite the premise of the post, some (not all, to be certain) of these examples more accurately offer advice on how not to pitch Marshall Kirkpatrick — advice which is worth listening to but which may not apply to all bloggers.

There are definitely meta-lessons, however, to be learned here:

1. When pitching bloggers, there is no correct way for all bloggers. There is a correct way for each blogger. Bloggers are just like everyone else. Some of the pitches Kirkpatrick mentions aren’t too bad, if they were sent to the right blogger under the right circumstances. Apparently, they were not.
2. It’s called media relations, or blogger relations, for a reason. It only works when there are trusted relationships. Don’t pretend to have a relationship with someone when you don’t. You need to actually have one, and maintain it, and apply the rules of relationships. (Be honest, respond on a timely basis, give the other person communications with value, don’t manipulate, or if you have to, admit to it.) Mentos may be the freshmaker, but Facebook and LinkedIn are not the relationship makers. To get to know a blogger, read his or her blog thoroughly and often, comment on the blog/link to the blog, go to industry events, look at the companies the blogger DOES cover, and how, take the blogger out for drinks. Do the homework.
3. Don’t think your Facebook messages to individuals are private correspondence, even when it says “Between You and [Person’s Name]” above your message.

Lastly, I draw a quote from an internal email I sent to the agency in response to this post. “Congratulations to all Eastwick staffers for Eastwick not being featured in Marshall’s post.”

bad pitches, blogger relations, Blogs and Blogging, Ethics, marshall kirkpatrick, media relations, pitching bloggers, Public Relations

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