Just ask your colleague at MWW, Tom Biro. After we posted your email, he sent out a companywide missive in response, outlining "dos and don'ts" when dealing with bloggers. A tipster leaked it to us. Give it a read, will you? If there was something in there about making ill-advised legal threats, I missed it.
Here's the condensed version of the note from Biro, MWW Group's director of new media strategies:
In light of an unfortunate situation that occurred with a blog pitch gone bad, now is a good time to reiterate some best practice guidelines for engaging with bloggers.Any chance this helps, Monica? Or are we completely through?
- Don't pitch, talk: Bloggers are for the most part well-versed in PR spin and hyperbole and react poorly to it. Help the writer do a better job.
- "A-List" blogs that consistently receive attention. It's a better tactic to find someone smaller interested in the "pitch." A worth story will find its way up.
- Use links.
- Be brief.
- Don't send attachments.
- Make sure you're not asking for coverage you've already gotten.
- Make sure you're not asking for coverage someplace that just trashed your client.
- Rushing through outreach efforts - to traditional media or online media - is no excuse for being sloppy. If something doesn't look right ask for help.