Pierce Mattie Public Relations New York

Shannon: Do you welcome pitches or do you feel imposed upon?

Erin: Depends on the pitch. I don't mind pitches that are sincere and make sense for my blog (or podcast, or show). They are welcomed as long as they are researched. The rest gets thrown into the spam folder.

Jenn: I most definitely welcome pitches-- when they are not rubber stamp, press released and impersonal. I have met amazing people and have had some great opportunities that started with a simple pitch.

Elizabeth: Sure, I like them, bring 'em on! Some I can use, some I can't. I don't mind being approached by a company that will take the time to talk to me like an actual person.

Shannon: Do you prefer that someone send you a personalized pitch or is a press release OK (as long as it is appropriate to the audience you speak to)?

Erin: I'm normally against press releases. I'm not the LA Times. I won't regurgitate your release in a blog post about my kids. It's just not going to happen. That's not to say I won't read it or will not investigate it further if I think it might fit-but you are usually already a step onto my 'no' list with a release.

Jenn: Personalize it. I mean, if I sent out a press release of my blog to a company are they going to jump up and want to promote me? No. Why? They don't know me. They have no reason to. I don't stand out from the crowd. An example. I am a freelance writer. If I sent out a query that said, "Dear Editor of Major Magazine. Here is a sample of my work. Would you like to run it in your magazine?" It would be throw out in a heartbeat. Rubber stamp press releases will NEVER be read or promoted by me. Ever.

Elizabeth: I don't really care for press releases unless they are related to a specific product I'm reviewing because I have a review blog. I will on occasion announce something if I think it's important, but that's pretty rare. A genuine, personalized pitch is better.

Shannon: What are your "do's" for PR firm's pitching mommy blogs?

Erin: Do read their blog. Do know their style of writing, audience, etc. Do make note of any ad network conflicts on their site. Do feel free to comment on their posts and show them you made an effort.

Jenn: Treat me like I have a brain. Engage in a conversation beyond, "You are a mommy so you will love this!" Tell me why my blog and your product are a good match. ANSWER questions if I ask you. If you can't answer my question about your product, that is telling me more than you can imagine. You lose me immediately. Don't try to BS me by pretending to read my blog. (Though, it would be a fresh change of pace if you at least read some and looked through it before contacting me.) But at least notice that every post I write has my name on it and use it, please. My name is not "needs coffee" or "blogger." To some PR people, I am nothing more than a means to an end. I can see that in many pitches. To me, you are trying to get space on my turf. If you come to my house, respect me and the brand I have created online. Understand that I may be bombarded with e-mails requesting that I write on a topic for you or your client. Make your email stand out and I will be more likely to respond to it.

Elizabeth: Read the blog. No, really, read it and maybe even comment. Just because you reference a post and stick it in your form letter doesn't mean you read my site. Pitching a blogger isn't the same as casting a wide net like you'd do for media writers. Talk to me like a real person, write a genuine e-mail, tell me what you have, but don't talk down to me. It's Ok if you have to use a form letter, but just inserting the press release text isn't a good approach. Just write like you are talking to a person in front of you. Remember mom bloggers are many different types of people. You are talking to teachers, doctors, lawyers, nurses, researchers, writers and more who happen to have and love their kids, but that's not our entire identity.

Shannon: What would be your "don'ts" for pitching mommy bloggers?

Erin: Don't blanket pitch a group at a time. Don't send something like a release on a new toy for teens when they have preschoolers. Don't expect a product review or post about your product. Don't be surprised if we make fun of your pitch. Don't be cold and corporate. Don't assume I am a news service. Don't assume I will say no. Don't be surprised if I expect you to be personal in your approach.

Jenn: Don't pretend to have read my blog when you haven't. I can tell. Treat me like you would any other business contact. Don't assume because I am a mom I want to shill your product because it is just an honor to be asked. Times have changed. Show me respect. Do not leave me hanging if we are working together. If you have to pass me off to a co-worker or are leaving for a while, let me know. By the same token, understand how many pitches I get. If you don't hear back immediately, it is okay to send a follow up email. It is not okay to send 20. Don't expect something for nothing. As blogs have gained in popularity, so has the demand for us to talk about products. Don't tell me I am special and it is a unique opportunity when you are sending it to 200 people! Be transparent and at least let me know that you are pitching to so many!

Elizabeth: Stop inserting the word "mommy" everywhere in the pitch. This is a business relationship and I don't refer to myself as "mommy," and inserting my blog name in every sentence doesn't magically make your product more relevant to me. Participate in the discussion on my blog, you are welcome, but do not spam my comments. (i.e. "Hey, you sound like you could use some chicken! wire! and Busy Mommies love chickenwire.com") Stop pitching an imaginary composite "mom." I don't stand in the laundry room lamenting my whites not being white enough, but we do use laundry soap, and I'll be glad to try yours, but my husband does most of the laundry. Please stop it with the offers for me to interview the VP, the director, the president, his brother, the guy down the hall. If you have a product or service tell me about it and I'm usually happy to check it out, but I don't need to talk to anyone about it. Actually, stop it with the recipes and the photos of events I've never been to, too. Maybe that's just me, though. If you have a physical product, send it to me so I can review it. Please do not refer me to the store where I can buy it or send me a link to your website where I can read about it. I'm not in the habit of giving away free advertising and please stop assuming "mommy bloggers" don't know any better and will give you free advertising space. Don't ask me to do a giveaway of your product and then make me do the mailing to the winners. I may agree to do the giveaway, but not if it costs me money. And, if you want me to do a giveaway, please send me one of what I'm promoting so I know what I'm promoting.

Shannon: Any other words of advice?

Erin: The bubble has burst on 'freebies' from PR companies for good Mommyblog press. We may take that freebie and still slam you. If you are totally transparent in your efforts, you will get MUCH further. 

Elizabeth: Stick with it and cultivate genuine relationships with bloggers. It's tough because many mom bloggers don't really know what they want out of the relationship and are conflicted and some are downright mean. I apologize for them. Also, do not assume all bloggers, even with wide audiences are always respected in the community, do some research first.

Mom bloggers if you have any additional tips, please feel free to post a comment.