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How To Generate Blogger Buzz: Eight Proven Tips

by Kimberly Smith  |  
September 8, 2009

For those accustomed to traditional PR, the blogosphere seems an entirely different beastóbut one that has the potential to turn your message into a viral sensation if blogs are approached properly.

The following eight tips will assist you in capturing attention from bloggers.

1. Target the right blogs

Rather than aiming to reach the masses, target blogs that are focused on topics relevant to your product or industry and are considered influencers in that space.

When technology manufacturer Hewlett-Packard wanted to promote its HDX Dragon Notebook via the blogosphere, for example, it selected 31 bloggers based on their influence among its target market. That was a manageable set of targets and allowed the company to focus its efforts. And from those key, trusted authorities its message spread, resulting in more than 50 million impressions in 123 countries in about a month.

To identify the right blogs...

  • Use online tools such as Google Blog Search or Technorati to search by topic.
  • Look for signs of highly passionate and loyal readers (volumes of comments, etc).
  • Upon discovering great candidates, scan their blogrolls for others in the same niche.
  • Also scour their archives to ensure that they are PR-friendly and won't likely demean your pitch.

2. Establish a rapport

By the time Hewlett-Packard approached the bloggers involved in its campaign, it had already spent a year getting to know them and fostering congenial relationships. That process included regularly reading their blogs and talking with them as peers, organizing dinners for them, introducing them to company executives, and allowing them to tour the HP "Garage"óa treat usually reserved for the company's most serious customers.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Nancy Hill Fri Sep 11, 2009 via web

    This is a great write-up, Kim - with lots of useful tips. We don't always take the time to cultivate fruitful relationships with bloggers the way we should, and it requires careful planning and thoughfulness far in advance of a launch or other newsworthy event. One tip I would add to complement #2 (establish a rapport) is to spread links to their write-ups through your social networks - LinkedIn, Twitter, Facebook, etc. Also, write your own blog post linking back to their original post. Giving them "link love" can go a long way in building a relationship with them.

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