ວິທີການປັ້ນຜູ້ທີ່ມີອິດທິພົນ, Blogger, ຫລືນັກຂ່າວ

ວິທີການສະແດງອິດທິພົນ, blogger, ຫຼືນັກຂ່າວ

ໃນອະດີດ, ຂ້າພະເຈົ້າໄດ້ຂຽນກ່ຽວກັບ ວິທີການທີ່ຈະບໍ່ pitch blogger ໄດ້. ເລື່ອງເລົ່າສືບຕໍ່ຂະນະທີ່ຂ້ອຍໄດ້ຮັບອາຊີບການພົວພັນສາທາລະນະທີ່ບໍ່ໄດ້ວາງແຜນໄວ້ເຊິ່ງບໍ່ມີຂໍ້ມູນທີ່ຂ້ອຍຕ້ອງການເພື່ອສົ່ງເສີມຜະລິດຕະພັນຫລືການບໍລິການຂອງລູກຄ້າ.

ມັນໃຊ້ເວລາໃນຂະນະທີ່ຕົວຈິງເພື່ອໃຫ້ໄດ້ຮັບສຽງທີ່ມີຄ່າຄວນທີ່ຈະສະແດງ. ຂ້ອຍໄດ້ຮັບອີເມວຈາກນັກຍຸດທະສາດສື່ສັງຄົມກັບ Supercool ສ້າງສັນ. Supercool ແມ່ນອົງການທີ່ມີຄວາມຄິດສ້າງສັນທີ່ຊ່ຽວຊານໃນການສ້າງແລະຜະລິດວີດີໂອອອນລາຍ, ການຕະຫຼາດໄວຣັດ, ການສາຍວິດີໂອ, ການໂຄສະນາທາງສື່ສັງຄົມ, ວີດີໂອໄວຣັດ, ການບັນເທີງຍີ່ຫໍ້ແລະເວບໄຊທ໌ ນີ້ແມ່ນອີເມວທີ່ບໍ່ ໜ້າ ເຊື່ອ!

ວິທີການສະແດງ blogger

ຄຸນລັກສະນະຂອງ Blog Pitch ທີ່ດີ

  1. ສະ ໜາມ ແມ່ນ ສ່ວນບຸກຄົນ. ໂດຍປົກກະຕິຂ້ອຍຈະໄດ້ຮັບການຕັດຜ້າປົກແລະວາງໃສ່. ຂ້ອຍລຶບຂຸມເຫຼົ່ານັ້ນທັນທີ. ຖ້າເຈົ້າບໍ່ສາມາດຮຽນຮູ້ວ່າຂ້ອຍແມ່ນໃຜ, ເປັນຫຍັງຂ້ອຍຄວນຟັງເຈົ້າ?
  2. ສະ ໜາມ ຢ່າງສຸພາບ ບອກຂ້ອຍຂໍ້ມູນ. ຄົນ PR ສ່ວນໃຫຍ່ພຽງແຕ່ຕັດແລະວາງຂ່າວທີ່ ໜ້າ ລັງກຽດເຂົ້າໄປໃນອີເມວ.
  3. ສະ ໜາມ ສະ ໜອງ ໃຫ້ຂ້ອຍ quote ເຂົ້າໂດຍກົງເຂົ້າໃນບົດຄວາມ blog ຂອງຂ້ອຍ!
  4. ສະ ໜາມ ກໍ່ລວມມີການເຊື່ອມໂຍງກັບເລື່ອງຈິງ (ແລະບ່ອນທີ່ຂ້ອຍສາມາດອ້າງອີງແລະຊີ້ໃຫ້ຜູ້ມາຢ້ຽມຢາມຂອງຂ້ອຍເຂົ້າເບິ່ງ).
  5. ສະ ໜາມ ບອກຂ້ອຍ ວິທີການທີ່ແຕກຕ່າງກັນ ຂ້ອຍສາມາດໃຊ້ຂໍ້ມູນໄດ້! ນີ້ແມ່ນເວລາທີ່ຂ້ອຍນ້ ຳ ຕາດີຂື້ນ. ຈິນຕະນາການວ່າ…ເພື່ອຊ່ວຍປະຢັດເວລາໃຫ້ຂ້ອຍ, Darci ໄດ້ຄິດຢູ່ແລ້ວກ່ຽວກັບວິທີທີ່ຂ້ອຍສາມາດປະຕິບັດຂໍ້ມູນ…ແລະເພີ່ມບັນທຶກເພື່ອຕິດຕໍ່ຫານາງຖ້າຂ້ອຍມີ ຄຳ ຖາມ.
  6. ສະ ໜາມ ໃຫ້ ຄວາມເປັນມາ ກ່ຽວກັບຜູ້ຊ່ຽວຊານແລະເປັນຫຍັງລາວຈຶ່ງ ສຳ ຄັນພໍທີ່ຈະຟັງ.
  7. ສະ ໜາມ ປິດກັບ Darci's ຊື່ຈິງ, ຊື່ແລະບໍລິສັດ (ເຊິ່ງຂ້ອຍແມ່ນແຕ່ ເບິ່ງເຖິງ!)
  8. ສະ ໜາມ ມີ ເລືອກອອກ! ຄົນ PR ມັກຈະສົ່ງອີເມວຕັດແລະວາງອີເມວອອກຈາກ Outlook - ໂດຍກົງ ການລະເມີດກົດ ໝາຍ CAN-SPAM.

ນີ້ແມ່ນອີເມວໃກ້ທີ່ສົມບູນແບບ ... ຂ້າພະເຈົ້າຈະໃຫ້ຄະແນນ B + ແຂງ. ຂໍ້ມູນນ້ອຍໆທີ່ຂາດຫາຍໄປແມ່ນການກະໂດດທີ່ຂ້ອຍບໍ່ຄິດວ່າຄົນ PR ຫຼາຍເກີນໄປຈະເອົາໃຈໃສ່ - ແຕ່ມັນອາດຈະດີທີ່ຈະໄດ້ຍິນວ່າເປັນຫຍັງມັນກ່ຽວຂ້ອງກັບຜູ້ຊົມຂອງຂ້ອຍ. ສອງສາມ ຄຳ ທີ່ງ່າຍດາຍໃນອີເມວເຊັ່ນ

ຂ້າພະເຈົ້າສັງເກດເຫັນ Martech Zone ໄດ້ເວົ້າກ່ຽວກັບວີດີໂອແລະສື່ສັງຄົມໃນອະດີດ, ສະນັ້ນຂ້າພະເຈົ້າຄິດວ່າສິ່ງນີ້ຈະເປັນຜົນປະໂຫຍດ ສຳ ລັບທ່ານ…

5 ຄໍາເຫັນ

  1. 1

    ສະບາຍດີ Douglas

    Thanks for sharing this – really interesting. As someone who sits on the PR fence, and as a blogger myself (although not important enough to get pitched!), it’s very helpful to see the sort of pitches that work. Great learning opportunity, so thank you!

    One thing I am surprised about though is point 5. I run a small but effective PR/Marketing team as my day job, and occasionally receive this sort of pitch (and rarely, make them as well).
    In the pitches I’ve made, I’ve never included the sort of information contained in point 5, because I assume that the people I’ve pitched can think of these things for themselves – and I don’t want to tell them how to do their jobs (equally I get a little annoyed when people do that to me).
    However, your post is making me rethink that position!

    I totally agree about personalisation though – so important especially considering the hyperconnected nature of the ‘modern’ communications function.

    So, thanks again!
    Neil

  2. 2

    Im taking the dissenting view here. What in the heck does political video and political social marketing have to do with you or the Marketing Tech blog? #1 its not “personalized” sure it has your name in it but who cant access that and have it auto import into the email (I think an ex employer of yours is good at that) #5 I agree with interacter completely about not putting that info in, you should know the best way to use the info for your audience but the link to a tweet is a nice idea. Basically just because most other PR pitches suck doesnt make this good, it just makes it less sucky than the others. This pitch would be better served going to someone in the political realm in my opinion.

    As an aside anyone who markets themselves as viral anything loses credibility with me (but probably gains search and eyeballs for using that term)

    • 3

      Politics and marketing are hand in hand, Chris. I would argue that it was marketing that landed Obama in office. His ‘campaign’ of hope and change was devoured by voters. His use of followers and influencers was pretty amazing, truly a grass roots movement. RE: #1, I kind of agree with you. My point was that Darci did actually come check us out before pitching… something most batch and blast PR firms do not do.

  3. 4

    Doug, how would you recommend someone create an opt-out link for an email when it is written for just one person (blogger or journalist) and sent to that one person and it’s not connected to a list in an email marketing platform?

    Most legit PR folks don’t send mass email pitches so I don’t know how an opt-out would be possible. Obviously, if a company subscribes you to its marketing emails (without your opt in), that’s a different story.

    • 5

      Hi Carri! Actually many of the legit PR folks do send mass emails. Most of the PR platforms allow you to select all your journalists and bloggers and then send. Some, like Meltwater (a sponsor) have Unsubscribe features on their platform but most of the others don’t. If you don’t have a business relationship, you really need a program that will log the opt-out. Outlook and Gmail just don’t cut it. I suppose one means would be to use a tool like Formstack and just have folks fill in a form (or a Google Form on an spreadsheet)… but that’s tough to keep track of.

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