Burnt Orange Report

BORed: How to (ab)use a blogger

By Matt Hardigree

Having worked as a blogger, and as a paid campaign consultant, I can tell you with authority that good communication benefits both sides. Also, if the mainstream media is the hard-to-get head cheerleader, bloggers are the cheap date that's a sure thing. Cultivating a symbiotic relationship with a real journalist is a challenging dance that is truly fascinating to watch. Cultivating a relationship with a blogger is as challenging as picking up a Big Mac. The following are a few tips to help aid the "online media strategists" and "communication consultants" out there:

Don't Send Press Releases, Send Press Releases With Notes - Will bloggers reprint your press releases in full when you email them out? yes; however, if you attach a little personal note you can enhance your message. Example: you put a note on top that says "Karl, how are you? I think this is going to be center-piece of our campaign" they'll write "I have it on inside authority from high-ups in the campaign that this is going to be a center-piece of their campaign." It is as simple as that. Remember, bloggers work on the idea that they've got access the regular person does not have.

"Free stuff? No, that's not a conflict of interest." - As I learned from my last column, writing about a candidate will get you free stuff. They'll even offer to give it to you in the comment section. For a regular journalist, this would be an appalling conflict-of-interest. For a blogger, this is par-for-the-course. Does giving bloggers free stuff work? Ask my dear friend Peter Brown. Did I mention that he's had a hand in downtown renovation?

Politicians are celebs for bloggers and blogger junkies - Doing a personal interview with a blogger, especially if you're a candidate for a statewide office, makes their day. Hell, they're excited to talk to Charles Soechting. This is good for you, but remember: THEY'LL PRINT EVERYTHING. I have to be honest, even I don't read all of them. So it might be advisable to get your candidates to stick to talking points.

Bloggers are cheap drunks -

That picture is of Karl-T after two shirley temples. After the third, he started making out with the cardboard Kerry. (Lies, lies! -KT) Wanna get a blogger on your side? By him or her liquor.

"You're... Mark? Nathan? Nathan Mark? Archer Wilcox? - Bloggers, contrary to popular belief, are people too. The ego of a blogger isn't great, and calling them the wrong name doesn't help. Other significantly human emotions also apply. One important emotion to consider is jealousy. If you spend a lot of time sending info to one blog, but ignore another, there isn't anything stopping that other blogger from saying bad things about you.

Avoid the comment section - In general, you can learn a great deal about what the most rabid politcos are thinking from the comment section. That being said, don't jump into the fray unless you have to, even if someone says something bad. At some point you're going to have to defend yourself, but if you do it once people will expect you to do it everytime. Plus, someone constantly harping on you starts to appear like another candidate's lacky and annoys everyone (though, I'm not singling anyone one out. Banana Apple Bargain Yoga SNickers OOgle Killer Sandwich.)

Don't waste all of your time on blogs The power of the web is always growing and impossible to ignore... but only 18% of people read blogs at most. Knock on a few doors!

Anything else? Leave it in the comment section: