Bloggers have been around for a long time now, but it took politicians years to realize their value. While some, like Gov. Rick Perry, Sen. Ted Cruz and Sen. Cory Booker, took their campaigns and outreach straight to bloggers, others still underestimate the importance of these citizen journalists.
Here are five ways politicians are under-utilizing blogger relationships:
Exclusive Interviews
Most politicians are dying to give exclusive, news-breaking interviews to the largest outlet they can. They immediately try their contacts at the leading state paper or television station, or even look to go national. Unfortunately, the majority of people watching or listening to those outlets simply won’t care that much. But when you give your exclusive news in an interview with a blogger, you are reaching a highly targeted and interested audience that cares about what the blogger presents and has to say. Your information is likely to go a lot further when you have passionate readers consuming it — and knowing they are the first to see it.
Conferences & Gatherings
While politicians are quick to clear their schedule for a segment on Fox News or CNN, they often groan at the idea of attending a blogger conference that’s not getting a ton of media attention. Bad idea. Bloggers and activists at conferences — even small gatherings — are the passionate few with big voices. Many have large social media followings and the ability to change their audiences’ perception of you. Bloggers notice when they are valued and they will reward you for recognizing their worth.
Communications Directors Who Don't Get It
Politicians have to hire directors who understand that communications these days is not just about being safe and scoring interviews at traditional outlets. They must be social media savvy, and they should strive to be well connected with less mainstream writers and bloggers. Smaller websites make big news — it doesn’t matter how small. If the writer has a story and a Twitter account, anything can happen. When you make friends with these citizen journalists, they will come to your defense when things go downhill — and that is priceless. Unfortunately, you can’t rely on them to give you good press if you only make contact when things get rough.
Undervaluing the Social Media Effect of Bloggers
If you haven’t recognized the importance of Twitter and Facebook by now, it’s time to retire. Guess who usually has the most powerful effect on these mediums? Yep, that’s right, bloggers. By utilizing social media platforms well, bloggers will be naturally attracted to your savvy. Politicians who tweet with skill are noticeable and given props from online soldiers who can’t help but respect the effort and ability. These increase your likability factor without regard to policy or politics. You simply must engage with bloggers on social media to play the game well to get ahead.
Ignoring Guest Posting Opportunities
Politicians are always aiming for the top on writing pieces. The Wall Street Journal, The Washington Post — yes, those outlets are wonderful for exposure. However, a guest piece there is just one among so many featured every single day. By granting a strong op/ed to a national or local blogger, your potential for true impact expands greatly. It’s important to remember that most everything is read online these days, and if it’s good, it will get picked up. And guess what? The blogger is going to go above and beyond to market that piece through social media, while the newspaper might send out a boring tweet or two that no one really pays much attention to.
So there you have it: Five ways politicians are under-utilizing blogger relationships. How will you incorporate bloggers into your next communications strategy?
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Ericka Anderson is a Social Media Strategist, Marathon Runner, CrossFitter, Blogger, Creator of http://SweetLifeEricka.com, creative thinker @Heritage & @DailySignal.
