Building a professional relationship with bloggers and journalists is imperative for your brand. These relationships can create free brand exposure, credibility for your product, as well as make you a source in your brand category.
So where does one begin if they don’t have a relationship with bloggers or journalists? Start researching bloggers and journalist that cover brands that are similar to yours. Once you’ve discovered these bloggers and journalists, follow the tactics below to jump-start your new relationship.
Social Media: If you are in tune with social media the following should already be in play. FOLLOW, COMMENT, and LIKE the pages and profiles of the journalist and bloggers that fit the target media for your brand.
Once you start to follow, repost the Instagram posts or retweet the tweets that you genuinely like and make an engaging comment. You want to spark a conversation to ignite authentic engagement. This rule goes for Facebook fan pages, Pinterest, Tumblr, etc.
Bloggers: Read the content that bloggers create and leave comments in the comment section of the blog entry. Some of you might think “duh!”. But so many people read blogs and never leave comments. Bloggers welcome comments; they monitor the comments along with the overall blog stats.
Attend events that bloggers host. Why? Attending events allows for face-time, which opens additional opportunities for engagement with a blogger. And, it shows that you read their blog and support their endeavors. Everyone loves support, even from strangers soon to be new professional friends.
Journalists: Journalists are more accessible these days than ever before. Magazines, newspapers, and trade journals have additional touch points with social media and the magazines website. On a daily basis, we see tweets with questions from magazine editors about the latest fashion, beauty, or pop culture trends. Answer these questions to become a part of the conversation. If you’re on Instagram, be sure to use hashtags that work well in your industry. Finding the proper hashtags will take a little research, but you can find them for free. On Twitter, make a “list” of magazine editors so you can follow them in a curated stream and talk to them. Trust us. They are on there waiting to discover a new product. Just don’t be annoying!
Last but not least HARO, Help a Report Out, is a website where you can build a profile and journalists can find you based on what information they need to complete a feature story.
Utilize the web and take advantage of engaging with bloggers and magazine editors.
Patience: Relationships do not happen overnight. It will take patience and time to build, but once you obtain it, keep it and don’t take it for granted.