In a similar fashion to press releases, blogs provide journalists with potential articles and story "angles."
In fact, blogs are often written in an editorial style, similar to the opinion pages of the newspapers. In that sense, blogs are close enough to the standard media formats, that their acceptance should eventually be assured.
As with any new delivery medium, not everyone will be up to speed. Some members of the mainstream media may need to discuss the goals of your business blogging efforts. You must eliminate any confusion with the better known personal journals and online diaries.
Business blogs are often the first place where company news and new product ideas are seen. Because of their ability to serve as early alert systems to the business press, blogs are right on the cutting edge of journalism.
With that public role in the business's public and media relations efforts, solid working relationships with journalists and editors must be cultivated and maintained. That cooperation often involves getting to know some of the media people in your business's field of endeavour.
To establish a professional relationship with the media, contact them. Find out who is the editor who would be assigning the business stories. Meet with them and with the appropriate reporters. Get to know them, their story preferences, and their deadlines. Let them know about your blog, and that you are available to discuss its content at any time. If your blog contains good useful information, the editors and reporters will read it.
Be available to answer any questions about your industry in general, and your business in particular. Should a reporter call you when you are out, have someone in your office page contact you immediately. Call back as soon as you can or the reporter, pressed for a deadline, will simply call someone else.
If you are completely unavailable, arrange for someone else in your company who can answer questions fully. Often a team works best, with one member finding the needed facts and figures, and the other talking directly to the press. The important thing is to be professional and show respect for the journalist's time.
Don't just call your media contacts when you have a story on your own business either. Provide solid leads to other potential articles in your industry. They don't have to involve your company. Develop a reputation for honesty and a source of strong story ideas, and not one as a shameless self promoter. Over time, you can submit news stories involving your own company as well. They will certainly be written about as newsworthy.
By following these tips, you will establish yourself as an authority in your industry. By making yourself available to give quotes, on a moment's notice, you are helping the journalists to do their jobs.
They will appreciate that.
They will also read, and refer to your blog articles, providing your company with tremendous media exposure.
Isn't that what you want?
