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We’ve talked recently about how companies can use blogs to circumvent the press and speak directly to their customers. But even so, the press and blogs are important information gateways that everyone has to deal with (otherwise, we’d be out of work!). Bloggers especially have become trusted sources of information, opinion, and analysis for many consumers, so knowing how to pitch them properly to get your news out and get it heard the way you want is imperative for companies and PR people.

最近，我们讨论了公司如何使用博客来规避媒体并直接与客户交流 。 但是即使如此，新闻和博客还是每个人都必须处理的重要信息门户(否则，我们将无法工作！)。 博客尤其成为许多消费者信任的信息，意见和分析来源，因此，了解如何适当宣传他们以发布您的新闻并以您想要的方式来听取新闻对于公司和公关人员来说至关重要。

In May of 2007, a rumor published on the gadget blog Engadget about the then unreleased iPhone caused Apple’s market cap to plummet $4 billion in a matter of minutes. Blogs having this much power is something new, though, so pitching bloggers is a relatively unfamiliar and ill-defined practice.

2007年5月，在小工具博客Engadget上发布了关于当时未发布的iPhone的传言， 导致苹果的市值在几分钟之内暴跌了40亿美元 。 但是，拥有如此强大功能的博客是新事物，因此向博客作者推销是一种相对陌生且定义不清的做法。

A recent survey conducted by a PR firm of Asia-Pacific bloggers (PDF) found that 84% of bloggers welcome contact from PR firms or companies. But it is important to know how best to approach a blogger to have the best chance of being heard. A couple of weeks ago I had a conversation with a public relations professional just getting her feet wet dealing with bloggers about how best to pitch this new media breed. I thought I’d share some tips about how I prefer to be contacted.

最近亚太博客(的公关公司进行的一项调查PDF )发现，博主的84％欢迎公关公司或公司接触。 但是，重要的是要知道如何最好地与博主联系，以使其有最大的机会被听到。 几周前，我与一位公共关系专业人士进行了交谈，只是让她与博客作者打交道，以探讨如何最好地推销这种新媒体。 我以为我会分享一些有关如何联系我的提示。

不要拨打电话-首先发送电子邮件 (Don’t Cold Call — Email First)

Bloggers are a busy bunch and we generally like to put as much of our time and effort as possible into actual research or writing. If the phone is ringing non-stop all day, it cuts into our writing time. In April I attended the Web 2.0 Expo in San Francisco, and in the month or so running up to the conference I was apparently put on a press list that was distributed to PR reps whose companies were attending. After about a week of non-stop, unsolicited phone calls, I quickly learned to ignore my ringer. Had I actually taken every call I received, I wouldn’t have been able to get any writing done. In other words — calls became such a distraction that they interfered with my job and as a result they became the worst way to pitch me.

博客作者是一堆忙碌的人，我们通常希望将尽可能多的时间和精力投入实际的研究或写作中。 如果电话全天不停地响铃，则会缩短我们的写作时间。 在四月份，我参加了在旧金山举行的Web 2.0博览会，在会议召开的一个月左右，我显然被列入了一份新闻清单，分发给了参加公司的公关代表。 经过大约一周的不间断，不请自来的电话，我很快学会了忽略我的铃声。 如果我实际上接了收到的每个电话，我将无法完成任何书面工作。 换句话说，电话变得如此分散注意力，以至于干扰了我的工作，结果使他们成为推销我的最差方法。

Further, some of the people pitching clearly hadn’t read the blog I was writing for. Every once in awhile, I may not mind a phone pitch if it is coming from someone whom I’ve worked with before or if the news is really interesting, but I fielded a ton of voice mail messages from people pitching products that my blog would never in a million years cover. If you’re going to bother a blogger with a cold call, at least be 100% certain it is something he or she will want to cover.

此外，一些宣传的人显然没有读过我正在写的博客。 每隔一段时间，我可能不会介意某个电话推销是来自我以前与之共事的人，还是新闻真的很有趣，但是我从推销产品的人们那里收到了大量语音邮件消息，而我的博客会一百万年没有封面。 如果您要打个电话打招呼来打扰博客作者，请至少100％确定这是他或她想要解决的问题。

At SitePoint, the best way to pitch us news or information about a new web application is to email it to tips@sitepoint.com — your message will get to both myself and Managing Editor Matt Magain.

在SitePoint上，向我们推介新闻或有关新Web应用程序的信息的最佳方法是将其通过电子邮件发送至tips@sitepoint.com-您的消息将同时发送给我本人和总编辑Matt Magain。

让我们参与我们的自然栖息地 (Engage Us In Our Natural Habitat)

The same survey I mentioned earlier also found that email was by far the most preferred method of contact for bloggers. But that doesn’t mean that you shouldn’t try to engage us where we hang out. Bloggers are usually social media junkies — so we’re probably avid users of services like Facebook, LinkedIn, FriendFeed, Flickr, Twitter, del.icio.us, and Digg.

我之前提到的同一项调查还发现，到目前为止，电子邮件是博主最喜欢的联系方式。 但这并不意味着您不应该在我们闲逛的地方与我们互动。 博客通常是社交媒体迷，因此我们可能是Facebook，LinkedIn，FriendFeed，Flickr，Twitter，del.icio.us和Digg等服务的热衷用户。

We don’t usually want to be pitched via these sites, unless we have a previous relationship with you, but joining our conversation where we roam can help to get you on our radar. Do your due diligence and find out where the blogger you’re pitching hangs around, then comment on his or her photos or links, answer questions, and send a friend request.

通常，我们不希望通过这些站点进行宣传，除非我们与您以前有过关系，但是在我们漫游的地方加入我们的对话可以帮助您吸引我们的注意。 进行尽职调查，找出您要宣传的博客在哪里闲逛，然后对他或她的照片或链接发表评论，回答问题并发送朋友请求。

个性化您的通讯 (Personalize Your Communications)

This can’t be said enough: make sure you’re pitching the right place. One more time: make sure you’re pitching the right place. If you’re representing a company that just launched a social network for iguana enthusiasts, there’s a 99% chance that pitching me at SitePoint won’t get you very far. Know who you’re pitching to and make sure you’re sending them something they might be interested in.

这还不能说足够：确保您在正确的位置进行宣传。 再过一次：确保您在正确的位置上投放广告。 如果您代表的是一家刚刚为鬣蜥爱好者建立社交网络的公司，那么有99％的机会向我推荐SitePoint不会使您走得太远。 知道您要向谁宣传，并确保向他们发送他们可能感兴趣的东西。

Beyond that, take some time and read the blog or blogger you’re pitching. 9 times out of 10, the email pitches that stick out in my mind are the ones that reference my previous blog posts and relate them to what’s being pitched. If I feel that you actually know who I am and read what I write, I’m more likely to pay attention to what you’re trying to tell me.

除此之外，花一些时间阅读您正在介绍的博客或博客。 在我的脑海中，有9十分之三的电子邮件推销是引用我以前的博客文章并将其与所推销内容联系起来的电子邮件。 如果我觉得您确实知道我是谁，并且阅读了我写的内容，那么我更有可能注意您要告诉我的内容。

提供独家 (Offer An Exclusive)

Blogging is a ceaseless trade, and with an extremely shortened news cycle, being first can be a huge advantage in our quest for page views. So, offering an exclusive on your news greatly ups the chances that we’ll cover it.

博客是一项永无止境的交易，并且新闻周期大大缩短，因此在我们寻求页面浏览量方面，首先成为博客可以带来巨大优势。 因此，独家提供您的新闻将大大增加我们报道新闻的机会。

Just be sure not to pitch news to one blogger while promising an exclusive to someone else. (Note: If your story is a dud, an exclusive won’t save it.)

只要确保在向其他博客承诺排他性的同时不要向一个博客发布新闻。 (请注意：如果您的故事很老套，则专有内容将无法保存。)

俯仰角 (Pitch An Angle)

Another way we know you’re really a reader: give us an exclusive angle that matches our MO (i.e., if the blog you’re pitching does more analysis than breaking news, tell them why this news matters and how it will impact the industry). You may also want to consider connecting bloggers with customers and analysts ready to talk more about your news or product.

我们知道您确实是读者的另一种方式：给我们一个与我们的MO匹配的专有角度(即，如果您要投放的博客比突发新闻要进行更多的分析，请告诉他们这则新闻为什么重要以及它将如何影响行业)。 您可能还需要考虑将博客与客户和分析师联系起来，以准备好谈论您的新闻或产品。

Pitching a unique angle accomplishes two things. 1. It raises your chances of getting coverage even if you gave an exclusive to someone else (or if your news has already saturated the tech blogosphere echo chamber). 2. It’s also a sneaky way to control the story and nudge us toward coverage on your terms (good bloggers will see through this, but we’ll still appreciate a unique take on your story).

俯仰一个独特的角度可以完成两件事。 1.即使您独家授权他人(或者您的新闻已经使技术博客圈的回声室饱和)，它也会增加您获得报道的机会。 2.这也是一种控制故事并使我们轻描淡写地覆盖您的术语的偷偷摸摸的方法(好的博客作者会看到此消息，但我们仍将欣赏您对故事的独特理解)。

变通 (Be Flexible)

If we want to talk on IM, be prepared to talk on IM. Skype? Phone? Email? Carrier pigeon? Let us talk to you in the method we’re most comfortable with and you’ll get a better story as a result.

如果我们想谈论即时消息，请准备谈论即时消息。 Skype？ 电话？ 电子邮件？ 传承鸽？ 让我们以最适合的方式与您交谈，结果您会得到一个更好的故事。

给予足够的交货时间 (Give Adequate Lead Time)

Give us enough time to prepare. If a story is under embargo, don’t tell us about it 12 hours before the lift date. Ideally, 4-5 days lead time is appreciated. And if we agree to be briefed about a story under embargo, give us a hint at what it is about before we get on the phone with you. We’ll be able to ask better questions and the result will be a more complete post and less of a chance that we miss something major or screw up a detail.

给我们足够的时间准备。 如果故事处于禁运状态，请不要在举报日期前12小时告诉我们。 理想情况下，交货时间为4-5天。 而且，如果我们同意在禁运中获悉一个故事，请在我们与您通电话之前给我们提示。 我们将能够提出更好的问题，结果将是更完整的帖子，并且减少了我们错过主要专业或弄乱细节的机会。

翻译自: https://www.sitepoint.com/how-to-pitch-a-blogger/

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