How to Pitch to Bloggers

The below excerpts come from e-mails between Marshall Manson, of Edelman, and Rob Port of the Say Anything blog. They span a two-month period in 2006, though the first four selections all come from the same, original e-mail.

1. The intro (establish credibility and disclose who you are):

Rob: Hello. I hope you’re well. I just wanted to drop you a line and introduce myself. I’m a blogger myself (I contribute to Confirm Them and Human Events’ blogs among others), but for my day job—I do online public affairs for Wal-Mart, working with Mike Krempasky who runs Redstate.com.

2. The flattery (show familiarity with the blogger's work):

Just wanted you to know that your post (http://sayanythingblog.com/2005/11/11/why-wal-mart-works/) taking notice of "Why Wal-Mart Works" was noticed here and at the corporate headquarters in Bentonville.

3. The FYI (connect your client's interests to the blogger's interests):

As you probably know, Washington-based union bosses have been running a campaign against Wal-Mart. And it’s always a challenge when opponents organize to attack corporations. The companies always seem to have one arm tied behind their backs when they try to respond, so it’s nice to see folks like you defending them when it’s the right thing to do.

4. The ask (intriguing but soft):

If you’re interested, I’d like to drop you the occasional update with some newsworthy info about the company and an occasional nugget that that you won’t hear about in the MSM. Let me know.

5. The caveat:

(BTW—I hate to ask, but if the temptation arises, please resist the urge to cut and paste text from this. Others have fallen into that trap, and I’d be sick if someone ripped you because they noticed a couple of bloggers with nearly identical posts.)

6. The follow-up (I'm here for you; don't hesitate):

I’m looking forward to continuing to send little nuggets your way. And, as always, we want this to be a conversation. So your questions, suggestions and rants are always welcome and encouraged.