At first glance, the differences between traditional media relations and blogger relations might seem minuscule.  The truth of the matter is that there are some huge differences.  Not only are the opportunities different with each, but so are the approaches.

From a public relations perspective, there is a general belief that just one template or correct way to perform any kind of media relations exists.  What I think is interesting about the subject of traditional media relations is that many PR people are so good at what they do because they have built lasting relationships with traditional journalists and they understand the publications they are pitching.

If that’s the case, then why do so many people think that pitching bloggers is any different?  Well, let’s look at some very generalized differences between traditional journalists and bloggers.

1. Traditional journalists are trained in a certain style (such as Associated Press).  Many bloggers don’t follow any style guide.  Reading The Oregonian or Seattle Times has a far different tone than Portland Food & Drink or The Consumerist.
2. Traditional journalists have made writing and reporting their sole profession.  Many bloggers often write as a side job or for fun.  For example, there is a massive amount of mommy and/or daddy bloggers in the Pacific Northwest.  Many of these bloggers are stay-at-home parents or have day jobs.
3. Traditional journalists and their respective publications publish on a strict schedule.  Many bloggers publish on a loose or flexible schedule.
4. Traditional journalists are bound by a code of ethics and a long history of journalistic integrity – which is directly correlated with the integrity of the publication they are writing for.  The blogging community is vast and some waters are still troubled.  Not all bloggers are created equally and it is important to know that not all act ethically.  For example, read about the blogger that tried to blackmail the “Crocks guy” for a free pair of shoes.

Ok, so those are a few examples of the differences.  What about the similarities?

1. Both bloggers and traditional journalists follow some sort of editorial mission.  By understanding the editorial mission of the traditional publication or blog, you can more effectively pitch your story ideas.  For example, a blogger who is a single mother of two and writes about her kids and finding deals on grocery items isn’t likely going to be interested in writing a blog post about the latest electronics.  She may not have it expressly stated, but she is following her own editorial mission.
2. Journalists and bloggers can reach a local, regional or national audience.  Some blogs focus only on local trends, just as some journalists do.  Some publications reach a national audience, just as some popular blogs do.  Keep in mind that the journalist and blogger both know who their audiences are and what sort of reach they have.  Your pitch or story idea needs to be of value to these audiences.
3. Bloggers and traditional journalists hold a massive amount of influence.  The big mistake that many people make is assuming that only traditional journalists hold influence over key demographics or markets.  This is untrue and is dangerous to assume.  Don’t discount the power of the blogger.
4. Well-written pitches will always win both bloggers and traditional journalists over.  Don’t mistake a more laid-back writing style for overall sloppy writing.  Even though bloggers often prefer reading more personalized emails, everyone enjoys reading something that is well written.

Bloggers are continuing to become a stronger and more influential voice in the cluttered news environment and savvy organizations are building full programs devoted to building and managing relationships with bloggers.  I’m sure there are many other very valid differences and similarities between traditional journalists and bloggers that I didn’t have time to mention.  Agree?  Disagree?  Leave a comment below with your thoughts.

Matt Smedley