Dorian's Hideout

  1. Research the blogosphere carefully using blog search engines such as Technorati, checking the blog’s ranking and authority to find the most popular
  2. Actually read the blogger’s posts don’t just skim it – read several first to get a feel for their interests and personality. Check out the categories they cover which will also help – subscribe to their feed and check it daily
  3. If the blog is irrelevant – don’t send information to the writer anyway as this could cause more harm than good
  4. Make useful and constructive comments on posts which interest you – try and make the comments mean something
  5. Never make blatant plugs for your own or a client’s company straight away – this can cause major irritation
  6. Approach the blogger only after you think he may actually recognise your name. The approach should usually be personal but if it’s a team blog, address the team properly and say hello
  7. Use simple public relations – make sure you relate to this specific public
  8. Make sure your story is relevant before you send it
  9. Try and send other pieces of information with it rather than just a plain news release – try sending useful demo videos, photos and research all in an easy to digest format
  10. Apologise for the approach if it’s not relevant – these people aren’t journalists so take that into consideration
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Comments

  1. Very useful Dorian, thanks. It seems to me that you are use to “PR 2.0”. Are you also a professional of link building?

    Cheers,

  2. Hello, Pierre! You’re most welcome, my dear friend. Indeed, I’m into link building, but I can’t tell if I’m a professional or not, I usually let my customers tell me that, I’m more focused on results and facts rather than analyzing my skills, because aren’t we all always improving, learning?
    All the best, Pierre, I shall reply your email today, I’ve caught with some project lately.

  3. Dorian, great post with some useful rules for anyone thinking of doing some “Online Editorial Outreach” that mirror those we have internally here at FH.

    One thought. On point 1., I wonder whether more subjective criteria than the authority ranking of technorati need to be taken into account in some instances. Clearly, traffic and links play a role in authority, but perhaps also worth looking at who those links are and the offline occupation of the blogger. Your blogger may only be read by a small number of people, but perhaps that small audience is your key audience? Or perhaps their position in the real world makes their opinion more relevant for you and/or your client (e.g. they are a professor of toxicology and you are talking about a chemical and children?)

  4. Hello, James! I only wrote this considering general terms and facts, because when you start a PR campaign and you’re willing to discretely promote a product or service, I’m sure you will not contact blogs that have no audience, that’s why at point #1 I recommended a study of the blogosphere and blog search engines, especially Technorati – the leader.

    Then it comes to target audience, you can easily guess a blogger’s audience by reading the comments and what kind of content is the most read, what’s the main interest category of that blog and see the XFNs in the source of the page (link relations), many bloggers just sign up on WordPress or other websites providing free blogging platforms, publish their links there and get a high authority on Technorati. It’s a little bit of work that is usually done by more tech people that PR counselors, IT dept. usually identifies the target blogs, make reviews and check the sources of their ranking/authority, then they just provide the PR Dept. with the links, the rest is professional Communication until you can spread your message or even achieve a level when you’re known as a good publisher who pays bloggers to display their articles, or maybe, as it happened to an ex-co-worker of mine, he even became a permanent editor on the blog because the owner considered that his articles are bringing visitors, so he stop asking for the monthly fee and let him publish as he pleased.
    That’s a nice achievement in my opinion.

    As for blogs that have no audience, they are excellent for link building. If you have a budget of 500 EUR you can generate in a month not less than 1.000 links. You approach the blogger, and offer him a small amount of say… 5 EUR/month for him to put your website’s link in his blogroll, and for 1 EUR you ask him to place your link in his posts, randomly. Give him 10 EUR and post two articles plus the links I was talking about. This is a good partnership: you spread your links and articles and he gets 10 EUR so he can pay hosting, and if he gets a better host, his own domain, then it’s better, he will need to keep the domain, and this time, he’s the one who asking you to publish more, or even come up with ideas. 10 bloggers like this in 3 months will bring you a Page Rank of 2 at least, because you will have somewhere between 4.000 – 7.000 links for sure pointing to your website or articles. I said Page Rank 2 because you never know when Google gets drunk and mixes everything, it happened many times, the algorithms are pretty awkward, but they work, it’s been proved, but you can get a higher Page Rank because you also have other sources of backlining: directories, message boards, Social Media (Digg, Del.Icio.us, etc.).

    I hope my answer gave you a few hints and perhaps we can continue in a future article of mine about SEO, backlinking and blogging, because this became such a trend, and could be dangerous because of a Google surprise that I’m going to write about 🙂

    All the best, dear James, and thank you for dropping by.

    Friendly yours,
    Dorian

  5. All good advice…it’s certainly a problem with everyone trying to be heard above the “noise”.

  6. Hello,
    Interesting post and comments as well. I am doing a link building campaign myself and I was wondering if it is useful to post into blogs which are not closely related to my theme. Anyway thank you for the numerous pointers.

  7. It really catches my interest. It feels me like I am the one who writes the article and not the blogger at all. By the time I’m almost finish reading, I am expecting more sentences to read but it finds me out that I am nearer to the end. I am very much excited to read new article from this page.

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