This morning, I read a blog item from Chris Brogan about how to reach bloggers and it occured to me that most of his ideas for targeting bloggers also apply to traditional media people such as reporters and editors. So I thought it would be worthwhile to share.

These are my “Four Ps of Pitching” and I believe these rules apply, whether it’s a blogger, a newspaper reporter, a radio newscaster, a TV producer or an online columnist.
1.Persistence — it really pays. It’s easy to get frustrated and think a blogger lacks interest. Most of the time, he/she simply has too many things swirling in their universe. If you know that when you pitch a blogger, you’ll be a lot easier on yourself and keep your confidence up.
2.Patience — don’t expect instant gratification. I agree that you must build a relationship with the blogger. I’ve gotten a blogger interested in my tech client because we share similar loves of cooking and I’ve sent her recipes. We started a relationship.
3.Pushy — DON’T BE!!! If a blogger or reporter ever interviews my client, I practice the “never be pushy” rule. I don’t bother them about when their blog item or story will run. If I do want to follow up, it’s usually with a nugget that might be interesting to what they’re writing about.
4. Pressure — ANOTHER DON’T! In fact, when I make a phone pitch, I don’t even ask if they might write about something I sent them. I don’t believe in pressuring someone on the spot. Let your information sink in with them, and follow up with something that’s valuable to get a sense of their interest. Don’t seek a commitment for coverage. Bloggers and reporters work at their own pace and respond to demands of the news (or their editors).

OK. here’s a 5th item, but it’s an “R” — RESEARCH. Don’t waste your time pitching a blogger blind. I totally agree with Chris about the value of doing your homework and learning about these folks. They are people, People! They are not targets. Look at them that way, and you’ll be successful.