Here is what I do:

1. Read the blogger’s blog.
2. See if it’s a fit and if the blogger we are pitching is focused on the subject and not writing once on the subject.
3. Continue to read the blog for a while and show it to the client.
4. Then I do a short intro. Something like: “Hi Billy-Bob, my client XXX, does XXX and we think this would be a good fit for you because you cover XXX as well. Any chance we could schedule a short call?”
5. That’s it. It’s no different with industry analysts. Long before the bloggers became a big deal, I pitched analysts the same way.
6. I target the right analysts and bloggers the same way. Treat them like humans, respect the fact that they are really busy and pitched way to much, and think about the long term and not the need to placate the client by thinking that spamming you to death will work.
7. Last of all….you may be a right fit. And your client may have the right thing for you, but sometimes the timing is just not right. So, give it a rest and then circle back to the blogger (or analyst) a few weeks later.

Here is what I do:

1. Read the blogger’s blog.
2. See if it’s a fit and if the blogger we are pitching is focused on the subject and not writing once on the subject.
3. Continue to read the blog for a while and show it to the client.
4. Then I do a short intro. Something like: “Hi Billy-Bob, my client XXX, does XXX and we think this would be a good fit for you because you cover XXX as well. Any chance we could schedule a short call?”
5. That’s it. It’s no different with industry analysts. Long before the bloggers became a big deal, I pitched analysts the same way.
6. I target the right analysts and bloggers the same way. Treat them like humans, respect the fact that they are really busy and pitched way to much, and think about the long term and not the need to placate the client by thinking that spamming you to death will work.
7. Last of all….you may be a right fit. And your client may have the right thing for you, but sometimes the timing is just not right. So, give it a rest and then circle back to the blogger (or analyst) a few weeks later.

I got my current job at CollabNet largely because of a previous relationship I had fostered and maintained with a sales person who is now the VP of NA sales here. Relationships I fostered with other vendors are now also paying off in helping bring their companies to the table in partnership with my employer.

When I approach new relationships of this kind, I always try to remember everyone’s favorite radio station (WIIFM) – ‘What’s in it for me?’ (both for me, *and* for them).

It does floor me that, as you pointed out, people still try to take the shortcut to relationship building. I do think though, that it makes those of us who try to do the right thing stand out a bit more, so I guess that’s the positive side of it! :)

I got my current job at CollabNet largely because of a previous relationship I had fostered and maintained with a sales person who is now the VP of NA sales here. Relationships I fostered with other vendors are now also paying off in helping bring their companies to the table in partnership with my employer.

When I approach new relationships of this kind, I always try to remember everyone’s favorite radio station (WIIFM) – ‘What’s in it for me?’ (both for me, *and* for them).

It does floor me that, as you pointed out, people still try to take the shortcut to relationship building. I do think though, that it makes those of us who try to do the right thing stand out a bit more, so I guess that’s the positive side of it! :)

In this case, they may want to receive your news because they dig your brand. I may be proven wrong, but so far I haven’t gotten complaints from something I’ve been doing, and it is yielding success.

It is not blind shotgunning though, it is sending to people who (i hope) want to receive it.

In this case, they may want to receive your news because they dig your brand. I may be proven wrong, but so far I haven’t gotten complaints from something I’ve been doing, and it is yielding success.

It is not blind shotgunning though, it is sending to people who (i hope) want to receive it.

Most PR people with even a little experience quickly learn the value of building a relationship over time, and how little return you get from blasting out massive pitches on a daily basis, but they sometimes don’t have the final word on these types of things.

Most PR people with even a little experience quickly learn the value of building a relationship over time, and how little return you get from blasting out massive pitches on a daily basis, but they sometimes don’t have the final word on these types of things.