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Today, many of the methods PR professionals have long relied on to pitch the media aren't as effective as they once were, thanks to an industry that has dramatically changed over the last few years and that continues to evolve into unknown territory. In my last post I discussed how PR professionals must tailor the way they reach out to journalists as newsrooms are operating on fewer and fewer people, but there’s another major development that has changed the face of PR: the rise of blogging.
Soon after I began working in PR, I repeatedly started hearing that pitching bloggers required a different approach than pitching professional journalists. People said that in order to form relationships with bloggers, you had to work harder to gain their trust and prove that you genuinely had an interest in their work and that you were familiar with what they covered. It wasn’t until I began my own blog, though, that I realized just how true this was. I soon found myself being pitched many times per day and began developing a clearer understanding of what it was like to be on “the other side.”
As someone who both pitches and is pitched on a regular basis, I've come to notice a few key elements of the most successful PR messages, or the pitches that are most likely to lead to productive relationships and coverage. While these are especially true for bloggers, they also apply to many of today's overworked journalists who have to be more selective about which story ideas they pursue.