Blogger Outreach: Paul Armstrong
Do any PRs really get this blogger outreach stuff?
P
aul Armstrong is… a PR! Now you’ve recovered from the shock here’s his Blogger chops: He was recently nominated as one of the Top 10 most influential people in the digital industry by PR Week (meaning he gets put on loads of “influencer” lists), and has written for Businessweek, Penthouse [Paul, WTF???], Saturday Night Magazine, BPM, Celebuzz, Lost In A Supermarket and Instinct. He currently writes for Wired UK, Le Branche and PR Week and is the guy behind the crazy successful @mediaisdying Twitter account.
Even though Paul is the Digital Director at Kindred he still receives some appalling “blogger outreach”. I asked him to share his thoughts.
Paul Armstrong
1. Do PRs contact you regarding your site?
Yes
2. Should they?
Sure – I don’t say I’ll get back to them or rely on them so I think all’s fair! Looking for betas, new features, the usual stuff – if for mag stuff – high end design, lux, tech/gadgets.
3. How do you prefer to be contacted?
Email – always email. If your pitch can be 140 characters it’s likely lacking something.
4. What’s the worst “outreach” you’ve ever received?
The usual stuff really – bad use of mail merge, lack of focus, bad targeting. I think I have seen some bad ones but mainly people are just spraying and praying. Counsel your clients, know what is news, build the trust and you won’t need to do this.
5. 3 things you HATE about being contacted by PRs
- General assumption that their idea/client will fit
- The only high-res images offer
- Basic relationship faux pas – only calling/emailing when their client/they need something – shocker – the world goes on after you email me!
6. 3 bits of advice if a PR is going to contact a blogger generally
- Be honest with what you have
- Follow up but don’t harass
- Be a resource when you don’t have something to sell
7. Complete this sentence: PR/Blogger relations could be improved by…
A greater understanding of the relationship and motivations of both parties involved.
8. Anything else you’re dying to get off your chest about PR? Good or Bad [We like good things too!]
I think most people/agencies are getting better at producing content and thinking about ‘the post’ but we’re long way from Utopia. Pros can benefit from running and posting blogs themselves.
Crib notes:
- It’s still about relationships, be available even when you don’t need the coverage
- Put your own motivations aside and really think about what the other side might be interested in
- Think about blogging yourself to understand what works on the content side
Can’t get enough? Read the full set of Blogger Outreach interviews.
