Summary: Consider these three tips for better blogger relations before getting your company caught up in a negative blog storm (or missing out altogether).

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Is your company reaching out to bloggers to spread the word or take part in larger conversations on the Web? If so, how are your blogger relations efforts going? Chances are that there’s room for improvement. Here are three simple things you can do to pursue even better  blogger relations for your business:

1. Stick to Your Market – Look beyond bloggers with generic “influence” and instead focus on bloggers who have direct influence over your existing target market. Building relationships with bloggers takes time, and you should invest it wisely. Be selective. Remember that blogger relations is about more than simply pitching bloggers about your next product launch. (Check out the two small-scale examples of authors exercising excellent targeting and blogger outreach I recently highlighted at All Book Marketing.)
2. Target Brand Advocates – Search for bloggers who are not only relevant to your company, products, or services, but who are already talking about you! On the surface you may think it’s best to start off targeting bloggers not yet writing about you, in order to increase the numbers. However, those who already promote your company (like happy customers leaving great reviews) run less of a risk. Remember, bloggers don’t generally have an editor to answer to. They’ll share their opinions whether you like it or not – and if you annoy a blogger by pitching them something irrelevant or something they simply don’t care for, you may get coverage albeit not what you were hoping for. Also, your brand advocates (or fans) are the most likely bloggers to want to hear from you–in fact, they may be completely tickled that you even took the time to look at their blog. These are people that want to build a relationship with you. At the very least, this is a good place to start.
3. Give Them What They Want – Bloggers are about more than getting free stuff. In fact, there’s a large segment of the blogging community that strongly looks down on anything that could be construed as trying to “buy” bloggers or their attention. Solely taking that approach is another risky move that could lead to negative coverage. Instead, think about what’s often important to bloggers. For example, many niche bloggers work hard to build and maintain an image as an authority in their field. Allowing them to break a small news story is extremely appealing to them (it can give them a traffic boost in addition to more credibility). Having respected members of their industry participating on their blogs is another way they can achieve that goal–consider offering to do an interview or write a guest post for them, or if you enjoy the blog enough to read it regularly comment publicly as often as you can (and as often as you have something of value to add to the post). These things allow you to not only initiate a relationship with relevant bloggers, but directly engage with their readers.

Before jumping head-first into a blogger relations campaign, do what you’d do when preparing to launch any marketing, PR, or advertising campaign–think about who you’re ultimately targeting. Understand what the blogger’s readers want, and then work with bloggers in your industry to give them that. The best thing you can do to ensure a good blogger relations campaign is help bloggers give their readers what they want–then everyone’s happy.

Press releases (also known as news releases or media releases) are a PR tool used to tell members of the media (including bloggers, webmasters in your niche, etc.) about your company news. Paid and free press release distribution sites (such as PRweb and PR.com) have made press releases an attractive and affordable publicity tool to a growing number of small and online business owners.

There are three keys to a successful press release:

1. A quality news angle (never send a press release if you don’t have real news)
2. A well-written release (following proper formatting, writing styles, etc.)
3. A tailored press release distribution plan (there isn’t a one-size-fits-all solution to distribution)

This guide will walk you though the components of a press release and offer several press release writing tips you can use when learning how to write a press release for your business. Use these tips in conjunction with the free press release template from BizHow2.com.

Press Release Components

• Release time - The top of a press release should either have “FOR IMMEDIATE RELEASE” or an embargo date listed (EMBARGOED UNTIL DATE) if the news isn’t to be published immediately.
• Headline – The headline is like the title of your press release. It should grab the reader’s attention, make them want to click or read more, and still manage to introduce the news angle itself.
• Summary – Press release summaries are popular in online press release distribution. This should be a two to four sentence summary of the news, expanding on the headline but not as detailed as the press release body. When using offline press release distribution methods, this can be substituted with a one-line sub-heading.
• Dateline – The dateline of a press release comes directly before (but on the same line as) the opening body paragraph. It will include the hometown of the company issuing the news release as well as the release date.
• Press Release Body – The first body paragraph of a press release should briefly answer the questions of who?, what?, when?, where?, and why?. Following paragraphs will include supporting details and often a quote from a representative of the company.
• Boilerplate – A press release boilerplate is a short backgrounder on the issuing company, person, or organization, generally no longer than one paragraph.
• Call to Action – The call to action invites the reader to get in touch with you for any additional details they may need in writing a story.
• Contact Information – At a bare minimum include a media contact name, phone number, and email address. It never hurts to include a mailing address, cell, or fax number as well.
• Closing – All news releases should contain a closing mark (often ### or -30-), which signifies to the reader that there’s nothing more to come. If a release goes to a second page, the first page should be marked with something like -more- to make it clear that another page will follow. You can list any addenda (such as photos) just before the closing.

Proofread your press release carefully before distributing it to journalists or posting it to a press release distribution site. If you’re still not confident enough to write your own news release given these tips and template, hire a press release writer or PR firm to write your release for you.

Tips & Tactics

Helpful advice for making the most of this Guide

• Try to keep a press release to one page whenever possible. People don’t generally have a long attention span when reading them.
• Only send a press release when you have press release ideas with real news to distribute. Littering the Web or hounding journalists with too many “fluff” releases can damage your chances of coverage in the future.
• Write using the journalistic inverted pyramid style (with the most important information coming first, and working down to less vital, supplemental details).
• A release in the 300 – 400 word range is often adequate. If your press release is longer than that, see if you can cut something without losing effect before deciding to keep the longer copy.
• Don’t forget to add complete contact information!
• Publish your press release to your company website. This creates an archive of your news for journalists to later refer to, and makes your press releases more directly accessible to your customers, clients, or visitors.
• Publish your press release to an online press release distribution service that will get it listed in news engines such as Google News or Yahoo! News. This makes your press release available via search. Paid services such as PRWeb can do this. Some free services, like PR.com, can get a press release listed in Google News as well, although you generally have to pay to include live links.
• Write using short paragraphs and sentences.
• Avoid testimonials or other promotional language. A press release is news; not advertising.

Business blogging, or corporate blogging, has potential PR value for even small business owners. If you’re considering setting up a company blog for your small or online business, there are several things you might do with that business blog, including:

1. Using the business blog to present company news, or the owner’s (or other high level executive’s) take on industry news issues.

2. Using the business blog as a way to educate the public, and more importantly your target market, about your products, services, etc.

3. Using the business blog as a tool to offer free industry information or articles, as a means of then driving Web traffic to other areas of your business site.

By creating a business blog for any of those reasons, you also have a free or inexpensive, yet powerful, PR tool. There are a variety of public relations benefits to business blogging, such as:

1. The ability to disseminate news.

2. The ability to quickly and directly gather feedback from your target audience.

3. The ability to build a company or personal reputation as an authority source in an industry or niche.

In order to best take advantage of the PR benefits of blogging (sometimes referred to as the marketing benefits of blogging), it’s important to keep the blog honest and ethical by industry standards. As much as blogging can be a PR benefit, it can also lead to negative publicity just as easily (such as if you were to release false information or just hype about a new product release), so always keep your business motives in mind when deciding to launch a business or corporate blog, and when deciding whether to blog yourself or hire a ghost writer as your business blogger.