As a public relations professional, I’m in the unique position of creating relationships between my clients (brands) and influencers (you, reading this). But it’s not as easy as pairing Client A with Blogger B.
First, it’s confirming the content is a fit. Second, I need to be 100% positive the blog is brand appropriate. Once I’ve checked those boxes, I dig deeper. Sometimes – more often than you’d think, actually – I find the perfect blogger, only to hit a wall that prevents me from making a move (more on that in a minute). So, if you’re a blogger with great content – and you’re proactively seeking or hoping for brand partnerships – make sure you’re not making one of the following mistakes that can prevent potential partners from reaching you.
- I can’t find your email address. (Yes, it’s a no-brainer, but it happens!) If I can’t find your email address within two minutes of viewing your blog, I assume you don’t want to be contacted. On that same note, contact forms can be cumbersome. I work with a lot of restaurants, so, oftentimes, I want to share delicious food photos with you. Forms don’t allow for that. Do us both a favor and list your email clearly on your “About Me” page or equivalent.
- I can’t figure out your location. Similarly, it’s important to know your location – or at least your closest major city. I understand there’s a safety concern here, so being vague is fine – as long as you mention it in some way (e.g., Central Florida for an Orlando suburb). Geography determines a lot in PR – event invites, regional promos, openings, etc.
- I’m not sure if you want to work with brands. Reaching out to a blogger with an idea is a gamble! Make it easy on us. I love seeing a list detailing how we can work together. This shows you’re actively seeking opportunities to collaborate, which starts the (potential) relationship on a positive note.
- Your blog name makes me blush. I wouldn’t label myself a total prude, but yes, vulgar or offensive blog names are a turn-off … even if it’s meant to be light-hearted. Part of the fun of being in PR is showing off results to your client – and I don’t want to worry if your blog name is going to get past their spam filter or cause them to question my judgment.
- Your posts are sporadic. No, I’m not exclusively looking for bloggers who post three times a day – or daily, even! – but I do look for consistency. If you haven’t posted in the past month, or if you’ve only posted 5-10 times in the past year, I automatically move on to the next blog I’m researching. When it comes down to it, my goal in working with you is that if the opportunity is rewarding and enjoyable, you’ll share it with your readers. Minimal posting activity doesn’t make me especially confident that will happen.
With all that out of the way, I’d be remiss in not acknowledging the reasons why brands are contacting you – one of the most important of which being that you’re valuable to their bottom line. Brands – at least the ones I’m fortunate to work with – understand the significance of blogger relations. We refer to you as influencers for a reason, after all! As long as you keep generating great content – and take the above into consideration – great partnerships are just an email way.