There are big blogs and small blogs. PR professionals are seemingly on the lookout of top league blogs to pitch their client stories. What about the smaller ones - the B list blogs?
For instance, many Indian blogs, even the real high quality ones, do not generate the kind of traffic one sees in the west; nor do they get as many links and comments as they may deserve. They stay low on the radars of PR professionals who would rather go for a clip in a print publication (even if it is one with even lower readership than many blogs).
Do PR and marketing professionals avoid these blogs altogether? Wait a second. Some of these smaller blogs on the contrary can provide significant value add.
Here are the top ten reasons why you might want to start considering pitching to a small blog:
1. Influencers to a niche audience: Low readership may not mean low relevancy. Many of the blogs are being read by people who may matter to the company. These could be key customers, investors, prospective partners, other influencers and even competition.
2. Indirect pitch to traditional media: If the blogger covers a certain sector/s you can be sure journalists covering these beats may be reading this blog. And getting ideas for their own stories. Who do you think they will call? Your client, right? Get the drift?
3. Beats a blank in your portfolio:When traditional media does not cover you, have something to show even if it’s a blog post. You can always convince your client why this matters too (this post you are reading should give you ideas on what to tell your client)
4. Bloggers also write for mainstream media: More and more of traditional media are calling upon bloggers to write for them, even if it’s an occasional piece. You don’t think they will use some of the material from their own blogs, do you? And imagine if they have no idea what your client does? (I have my own tech blog, TechGazing.com, and because of this I write for The Hindustan Times, Mint, Outlook Business, Rediff.com, Business Standard’s Indian Management and others. And often use what I have covered on my blog where relevant)
5. Reach out to the blogger’s friends in the blogosphere: Bloggers generally maintain close relationships with other like bloggers and pass on ideas and information to one another – your pitch to one blogger may reach out to another 20, giving you a high net cumulative coverage.
6. Viral and word of mouth: That’s the beauty of an online post – it can get passed around creating a kind of a viral effect. Unfortunately there is no way to measure it – but it is that invisible force print cannot create!!
7. Get found on the net: A newspaper goes to waste at the end of the day, but a blog post stays afloat in cyberspace forever!! And is searchable by anyone who is looking for information on your client – even when you may no longer be handling this client.
8. A sounding board: Treat bloggers as a focus group – and capture the buzz in the marketplace. And join in the conversations.
9. You don’t want competition to develop a better relationship: Ok, ignore the bloggers. And wake up one day to find your client’s competitor having a field day and enjoying all the benefits listed above. Dress well on this day – you will be due for a pink slip.
10. Bet on tomorrow: Why is The Times of India so big? Because they bet on a relatively new business concept 169 years ago. Ok, we don’t think such timelines in this day and age but you get the point, don’t you? Just a matter of time before blogs go mainstream – and you don’t want to be caught with your pants in the wrong position!!
Still need convincing?
Tech Tags: PR public+relations india
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We wish to thank all our readers who participate on the this blog. Here is a small way how we wish to thank, in a fun way, all those who comment on the various posts on this blog and add to the discussion:
As a PR professional, would you be interested in understanding a little more of what is happening on the blogging and new media landscape? Would you like to talk to this community face to face?
Even as blogs come into their own as media outlets, bloggers will continue to be a ‘breed’ apart. One of the implications is the ‘one-size-fits-all’ approach may not work with them. And the first thing companies need to do is identify the right persons internally who will engage with bloggers.
In my 
