A blogger relations program

One of the drawbacks to dead-tree books is that things can change between the time the book is written and the time it hits bookstore shelves. We knew this was a risk when we sat down to write "Blogging for Business," one we were willing to accept because, well, we have this blog as a tool for keeping things up to date.

The section on "Pitching Bloggers" is a perfect example. Since writing the book, marketing/pr firm Comunicano has developed a blogger relations program for its client, Nokia (and specifically for the Nokia N90 camera phone). Far more than just a pitch, the program targeted a select group of bloggers, each of whom received a hand-written note accompanying a kit that included a phone along with other materials. There's also a blog the targeted bloggers can use to get updated information they might want to use in their own blogs.

PR blogger Jeremy Pepper has a comprehensive post on the program, and my podcast co-host Neville Hobson and I interviewed Comunicano CEO Andy Abramson on the program. Add this information to the material in the book on how to get the word out through the blogosphere.