It seems like everybody is a blogger these days. With so many citizen journalists online, PR professionals have to cooperate with bloggers more than ever before. Building long lasting relationships with journalists is still important, but building those same relationships with bloggers is just as vital to a PR campaign. So many people check out blogs every day, so it’s crucial to get news about a product and company into the hands of those avid bloggers.

Pitching bloggers doesn’t differ too much compared to pitching the traditional forms of media. The key to establishing these relationships with bloggers is to be casual yet professional. Understanding the landscape of the blogosphere will help PR pros build those solid relationships, while continual interaction with the bloggers—whether you have a story coming out or not—will ensure that the relationship has been cultivated and secured.

Nikon D80

Nikon took an interesting approach when they wanted to gain media attention for their product, Nikon D80. According to Jaffe‘s blog, “this has been the best example of blogger outreach I have either experienced (first hand) or read about.” Nikon originally sent a bunch of Nikon D80 cameras to Flickr users and emphasized consumer generated content (CGC). The pictures were then used in a three page spread in BusinessWeek (among other pubs and mags).

Engaging the consumer obviously paid off, and Nikon followed up by giving the camera to fifty bloggers. Jeffe argues that this act “helps continue to legitimize the blogosphere and the new influencers.” With minimal effort, Nikon successfully participated in rebranding their camera and their overall image. The distribution of their cameras encouraged recipients to take pictures and share their experiences online.

Nikon benefited from this project because they made their product relevant to the consumer—and to the blogger. By reaching out to 50 influential bloggers (instead of journalists), they were setting a standard for this new type of blogger/marketing/PR relationship. Nikon has made known their blogger outreach efforts, and are therefore being heralded for trying out new ground with their product. Unlike the Edelman and Microsoft partnership before it, Nikon and MWW Group made sure they understood the blogosphere by first testing out their trial on the Flickr users.

Nikon was sure to cover any and all ground:

“…The only request we have of you is that you please make sure that, if you choose to write about the camera, you make it clear how you got it. We would never ask you to cross any ethical lines, so openness and honesty on all our parts is in everyone’s best interest.

The camera is essentially being loaned to you for six months at which point you have three options:

1. Return it to us
2. Re-up for another six month loan period, or
3. Buy the camera at a significantly reduced editorial discount.

Should you opt for #1 or #3, the camera or the purchase price will then be donated to a photography education program that Nikon supports. That’s it.” (retrieved from http://www.whatsnextblog.com).

Nikon wanted the camera to do its own advertising once it was in the hands of bloggers. This marketing approach may have gained more attention than the actual product– which will inevitably lead to more interest about the product. These bloggers have become brand ambassadors for the program, whether they choose to blog about the product or not. Other companies and PR/marketing professionals can learn a a lot about blogger outreach from this program—the number one rule being: know the blogosphere and you’ll know your audience.

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