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Category Archives: Public Relations

PR 101 Part 7 – 5 Steps to Building Relationships with Journalists, Bloggers

What are you doing this year to build your awareness with journalists and bloggers?  John Jantsch asked the Duct Tape Marketing network of consultants that today.  Here are the 5 steps he recommends.

  1. Make a list.  Depending on your business, this may be a technology beat writer at your local daily newspaper.  It may be the main writer at your weekly neighborhood paper.  It may be someone at Inc. Magazine or Entrepreneur or NonProfit Times.  Figure out who covers your market, products, services, etc. and make a list.
  2. Set up Google Alerts for each name.  You’ll want to put the name in quotation marks:  “Dawn Westerberg” or “Bill Smith” – otherwise your Google alerts results will contain a lot of junk.
  3. Most journalists and pretty much all bloggers are on Twitter and Facebook.  Find out and make a list on Twitter and a list on Facebook so that you can easily follow what they’re working on, thinking about and publishing.  Review the list stream (easy via TweetDeck or HooteSuite) at least once a day.
  4. Now, find out if the journalist has a blog.  They probably do.  Sign up on their blog to receive updates when they post a new blog article.
  5. Start engaging by sharing.  Comment on their blog posts when appropriate.  Share links to the blog posts you find particularly interesting.  Look for an opportunity to introduce yourself and pitch a story.

Being referenced as an expert and quoted in a story that is written for your target market is a wonderful endorsement from a respected third party.  It also exposes you to a wider audience.  Much like referral partners – solid, value-giving relationships with journalists and bloggers can be a great source of business for you.

Here’s an example of where I was able to get quoted and was able to line up one of my clients to be interviewed.

What are your tips for developing relationships with journalists and bloggers?  Please share in the comments section.

You might also enjoy:

PR 101 Part 1 – Why Press Releases?

PR 101 Part 2 – Media Relations

PR 101 Part 3 – Professional Photography

PR 101 Part 4 – The Company Backgrounder

PR 101 Part 5 – Online Press Release Distribution

Dawn’s World Weekly News 4 8 2011

A summary of things that caught my interest: @DaveManzer wrote a fun piece on PR called Go Platinum with these PR Lessons from Rock Stars.  Dave practices what he preaches and these lessons are totally do-able if you are willing to commit. I am always curious about how people approach their work – what toolsContinue Reading

Dawn’s World Weekly News 3 25 2011

A summary of things that caught my interest this week: I use Google Alerts throughout the day, every day.  Here are some tips on how you might use Google Alerts. We are all content publishers, so How to Easily Write Brilliant Blog Posts by @pushingsocial is a very helpful read. Enlisting the media to helpContinue Reading

PR 101 Part 6 – Free Resources (Yes, I Said Free!)

This is a guest post by Megan Knight, intern at Dawn Westerberg Consulting LLC As my amazing boss discussed in the previous post of this series, there are major benefits of having an online press release distribution strategy.  Controlled content about your company can be immensely valuable to your organization.  Thus, press releases are somethingContinue Reading

Show Time: Ways to Stand Out From the Crowd at Your Next Conference

When you decide to participate in a conference or trade show, it’s a huge investment.  There’s travel costs, registration fees, time out of the office, and various other expenses.  Thus, it’s crucial that you make the most out of your time at the event.  It’s important to leverage every possible angle and opportunity that concernsContinue Reading

PR 101 Part 5 – Online Press Release Distribution

I am asked regularly “What are other companies doing that’s working?”  One best practice I’m seeing is the regimen of regular press releases and online distribution. For a very impressive treatment of how powerful this strategy can be, pick up a copy of The New Rules of Marketing & PR by David Meerman Scott andContinue Reading

Public Relations: The Boxed Set

My public relations series Parts 1 – 4 PR 101 Part 1 – Why Press Releases?  http://bit.ly/aMqMug PR 101 Part 2 – Media Relations for Consultants  http://bit.ly/dcMcJP PR 101 Part 3 – Professional Photography  http://is.gd/bRkX6 PR 101 Part 4 – The Company Backgrounder   http://is.gd/bRl4x

PR 101 Part 4 – The Company Backgrounder

An important item for your website’s “News Room” or “Press Kit” is the Company Backgrounder. This is a one page document that summarizes the business; think of it as the company’s resume’. A reporter reading this document should be able to get a good idea of what you provide, the types of customers you serveContinue Reading

PR 101 – Part 3 Professional Photography

Digital photography has come a long way, but the truth is most of the amateur head shots (photo portraits) that I see online just aren’t good.  There could be problems with the lighting or too much of a wrinkled shirt is shown or lack of quality leading to the photo being fuzzy.  What I’m sayingContinue Reading

PR 101 – Pt 2 Media Relations

Public Relations defined by my mentor, John J. Verstraete “Do good things. Tell people about it.” Public Relations defined by John Jantsch in Duct Tape Marketing “Public Relations activity for small business consists primarily of gaining positive mention of you company or your products in newspapers, magazines, news shows, newsletters, web sites and journals readContinue Reading