Fortunately, there are literally millions of blogs online, with more and more coming into existence, each and every day. Chances are good that there is a blogger out there that focuses on your genre of music.
All the Colors of the Blogosphere
Like the colors of the rainbow, blogs come in different arrays of intensity and all shades of character in-between. Each blog is unique in that it tends to take on the personality or character of its author or authors.
Inevitably, this means that you have to establish a relationship with the blogs authors, really understand the culture of the blog, before making entreaties for publicity. Failure to do so can result in, at the best of times, being ignored by the blog, and at the worst, being beaten up in the blogosphere.
- Sign up for the blog’s RSS feed or email
- Search the blog for areas of interest
- Read the blog (simple, but important)
Don’t be a “Bad Pitcher”
No, I’m not talking about the Cleveland Indians, although, by all appearences they threw the game away when they faced the Red Sox in game seven of the American League Championship Series.
As mentioned earlier, using blogs to gain publicity is a great notion. To do this, enlist the aide of an “A-list” blogger. If you’re not sure about how much sway a blogger has, check it out at kineda. On the site is a fast and easy to use widget tied into Technorati that computes (as if by magic) the blog’s social status on the Web.
To capture the blogger’s attention, you’ll need to make a good “pitch.” In other words, you will usually have to sell them on your idea before you will ever see them print a single word of it. To make a successful pitch requires doing a little homework.
PR Squared’s Todd Deferen recently discussed blogger relations. In his Nov. 1 post, Deferen poses ten quick tips he believes “could ward off the most egregious Blogger Relations errors.” To learn more about bad pitches, what makes a pitch bad, and how to avoid them, you can visit The Bad Pitch Blog.
Establish a history of leaving comments on the blog to be pitched
Make the pitch personal – no generic “one size fits all” press releases
Help the blogger help your client – point out information of interest to the blogger (which may just happen to include your client’s name)