Comments on: The lifespan of blog outreach “specialists” http://www.shinyred.co.uk/343/the-lifespan-of-blog-outreach-specialists/ Just another WordPress weblog Tue, 09 Mar 2010 10:12:07 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: Shiny Red http://www.shinyred.co.uk/343/the-lifespan-of-blog-outreach-specialists/comment-page-1/#comment-12948 Shiny Red Wed, 13 Feb 2008 16:48:24 +0000 http://www.shinyred.tv/2008/02/13/the-lifespan-of-blog-outreach-specialists/#comment-12948 Thanks Melanie, I think there's definitely something to be said in not being precious about who pitches "blogger x" for "story y". After all, the value that digital specialists can provide their clients isn't limited to being more likely to evoke a response or a story. If the blogger outreach function is commoditised or taken in-house, both of which still seem a while off - at least in the UK - PR agencies will again have to react and adapt to this in order to continue adding value beyond the tactical execution of pitching. Thanks Melanie, I think there’s definitely something to be said in not being precious about who pitches “blogger x” for “story y”. After all, the value that digital specialists can provide their clients isn’t limited to being more likely to evoke a response or a story. If the blogger outreach function is commoditised or taken in-house, both of which still seem a while off – at least in the UK – PR agencies will again have to react and adapt to this in order to continue adding value beyond the tactical execution of pitching.

]]> By: Melanie Seasons http://www.shinyred.co.uk/343/the-lifespan-of-blog-outreach-specialists/comment-page-1/#comment-12943 Melanie Seasons Wed, 13 Feb 2008 13:01:56 +0000 http://www.shinyred.tv/2008/02/13/the-lifespan-of-blog-outreach-specialists/#comment-12943 Hi Lewis, Thanks so much for your thoughts. I should have noted (and perhaps I will go back and edit) that this is all based on the idea that how we pitch to blogger won't change all that much. While it's true that there will always be a need for external agencies, I believe that blog outreach will become more and more a part of the client-side or traditional-side of the outreach. Right now that's starting to be the case, but most non-specialists really don't have it down yet. They're going to get better though, and I see them saying in a few years time "Hey! We've been doing this for a few years, we have relationships, we have results... Why are we paying someone outside to do it for us?" The non-specialist will become the specialist. The only reason I see for going external in this not-so-distant future is that it saves time, which I'm not exactly comfortable with as what could be the only safety net of the day-to-day practice. I think you're right in saying that it is and will continue to be part of the digital PR practitioner's job to advise on what's next and how to develop the best digital campaign possible. But if, in the future, the playing field ends up evening out in terms of who can pitch whom - whether it's through bloggers saying "no" to PR or just everyone learning how to do it well - the best idea is going to win, and it may not matter as much who's had the relationship with the blogger the longest. Hi Lewis,

Thanks so much for your thoughts. I should have noted (and perhaps I will go back and edit) that this is all based on the idea that how we pitch to blogger won’t change all that much.

While it’s true that there will always be a need for external agencies, I believe that blog outreach will become more and more a part of the client-side or traditional-side of the outreach. Right now that’s starting to be the case, but most non-specialists really don’t have it down yet. They’re going to get better though, and I see them saying in a few years time “Hey! We’ve been doing this for a few years, we have relationships, we have results… Why are we paying someone outside to do it for us?” The non-specialist will become the specialist.

The only reason I see for going external in this not-so-distant future is that it saves time, which I’m not exactly comfortable with as what could be the only safety net of the day-to-day practice.

I think you’re right in saying that it is and will continue to be part of the digital PR practitioner’s job to advise on what’s next and how to develop the best digital campaign possible. But if, in the future, the playing field ends up evening out in terms of who can pitch whom – whether it’s through bloggers saying “no” to PR or just everyone learning how to do it well – the best idea is going to win, and it may not matter as much who’s had the relationship with the blogger the longest.

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