For PR professionals hoping to cultivate bloggers for media coverage, here are six invaluable tips:
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Take a blogger out to lunch: "If you value the blogosphere, [it's imcumbent upon you to do so,"] says Michael Malone of Broadcasting & Cable magazine.
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Be mindful of the online audience: "Readers want personalized news," notes USA Today's Andrea Stone. "It's not want journalists want—it's what they want."
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Think outside the newspaper box.
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Don't spam a blogger.
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Target and identify the influential bloggers in your space by using resources such as Blogrolls and Google Blog Search, says Joe Ciarollo, who blogs for mediabistro's PR Newser.
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Send a pitch that's concise and to the point—and if you have video that's representative of it, all the better!