There is something exciting about receiving a pitch from a brand or their PR firm. It means that they’ve done their research and come across something amazing on your blog that encouraged them to contact you. Sometimes, the brand is right on target and other times not so much.
Tips For PR and Brands: Avoiding an Unsuccessful Cold Pitch
If you want to know how bloggers feel about the unsuccessful cold pitch, you’ve got to ask them, and we did.
As a blogger, I take my brand seriously. For me to put my stamp “Immutable Ramblings” on a brand, I have to like it, believe in it and support it. Then, it has to be mutually beneficial to both the brand, my blog and myself. The brand is a business, but then again, so is my blog. It’s my business and it should be treated as such. Sometimes, cold pitches start off great and end terribly wrong. There are times when I don’t get past the opening line because it was that bad. This will now be referred to as the Unsuccessful Cold Pitch and below are some tips for PR and Brands to avoid the Unsuccessful Cold Pitch
“I have a name and it’s not Rosie” Alison G.
There’s the blog name, and then somewhere in the About Me section or in the PR Media kit, or simply by reading through some of the blog posts, you’ll come across the blogger’s actual name. The name they were given at birth may not always correspond with the creative and clever blog brand name. Please find their name and use it. It’s a sign of respect.
“I don’t do jar sauce so please don’t pitch me.” Rachel F.
Not all bloggers will suit your needs, or fit your brand and that is okay. Please take a few extra steps, read further and do a little research to learn about the bloggers you are pitching. This ensures a good fit for both the brand and the blogger and it saves both parties a lot of time. Each blogger has a niche, consider the blogger’s niche before pitching a contradictory product, it’s offensive and inconsiderate.
“Don’t invite me to events not within driving distance without offering to pay for transportation/accommodations” Shan G.
Consider the blogger’s geographical location. Do they live within driving distance? Are we (the brand/PR pitching) able and willing to budget transportation/accommodations? These things should be taken into consideration before inviting a blogger who resides in California to an event next week in New York. If you have a relationship with this blogger, you can ask if they can refer you to bloggers in the event area.
“Making the pitch impersonal…” Jamie G.
Receiving a pitch from a brand is kind of exciting. It means that they’ve taken the time to read, research and learn a little about your blog/brand and want you to represent it. Nothing makes that feeling diminish when you realize you’ve received a mass, impersonal, pitch sent to 100 other bloggers. Even worse, the brand/PR simply forget to use BCC. Mistakes happen and should you have fast fingers, your next email should be an apology for CCing your entire list. Bloggers have big hearts and forgive easily.
“We’d like for you to review product and we require the said product to be returned.” Marilyn G. or better yet, “no budget for samples or compensation” Amber Louise E.
Consider your expectations. What is required of the blogger? Does the compensation meet those requirements/expectations? Believe it or not, there is a lot that goes into curating a blog post. From content, photography, project/recipe, image and blog editing, and sharing. It requires thought, creativity, oh yes, and TIME. No professional blogger, writer, author, or business person is going to work without appropriate compensation.
Bloggers look to connect with PR/Brands that have long lasting potential. Creating a mutually beneficial partnership that will enable multiple opportunities for the Blogger and Brand/PR to work together with repeat campaigns and Press Release shares. What these tips for PR and Brands will show is that by spending a little more time conducting research to learn more about the blogger, their niche, their “family”, and their geographic location, you can turn that unsuccessful cold pitch into a success for your brand with long lasting benefits.
Are you a PR/Brand who wants/needs help with pitching? Did you find these Tips for PR/Brands helpful?
Reach out to us and let us put on the road to success. Leave a comment below.