Public Relations is in constant search of new ways to pitch ideas, and new technology is a huge part of that. Now that blogging is here to stay, it's time to officially marry Mr. PR and Mrs. Blog. Because these two are newly-weds, it's easy to make mistakes. In Bulldog Reporter's Daily Dog, Chip Griffin explains the seven deadly sins of pitching bloggers for PR purposes.
Many of Griffin's "sins" are common for even the experienced PR practitioner and occur all the time in other forms of PR. Griffin names the "cardinal sin" of the blogosphere as a lack of transparency. He also warns against sounding scripted and recommends having your own blog before pitching it to a client, "Research shows that individuals who write blogs are more receptive to pitches that meet their needs and interests. But that doesn't mean these pitches are the same."
Though there are not many differences between pitching to old media and pitching to new media, there does seem to be that one difference that's so important. As Griffin explains, "Just as pitches to old media must be newsworthy, pitches to new media must be, as well—with one proviso: They must also be buzz-worthy."
So what does this "buzz-worthy" word mean? To me, it is the word that defines the gap between hard news, and news that starts a conversation. For PR people, the latter is more affective. So as the world enters a new phase in technology-related communication, it is vital for our world of PR to follow suite.
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