Last week I dissected a blogger outreach pitch email line-by-line in A detailed analysis of a perfect blogger pitchas a way of proving that no matter how brief and conversational one of Abraham Harrison‘s blogger pitches may appear at first blush, the effortlessness takes a lot of work and the time of three senior agents. Today I plan to go through, line by line, a site we create to support all of our blogger outreach campaigns. You can call it a Social Media News Release (SMNR) or a microsite, a resource site, or a fact sheet. To those of you who are in communications, you’ll recognize the structural similarity between it and a traditional news release or press release.

To the right, you’ll see, scrolling down most of this article, a full-length screen capture of the SMNR we produced for a launch campaign that we did for the first iPad tablet-only daily newspaper, The Daily. I am using this SMNR because we’re particularly proud of it, and you can explore it In Real Life (IRL) over at thedaily-newsrelease.com.

As I am sure you will notice right away, this SMNR — and all of our SMNRs — is a flat-file, traditional Web page. You’ll also notice that it scrolls and scrolls and scrolls.

No, we didn’t do this because we’re not good coders and don’t understand database-backed web applications like WordPress or Drupal. I have been developing Web applications since they were Perl CGI scripts, into PHP, then into Python-based Zope, and even Ruby on Rails.

We’re building our SMNRs on flat-file, scrollable, single-page Web pages because of human nature: people tend to click away from where we want them to be. We want them to be on-topic, on-target, and really considering the act of blogging on behalf of our clients. In this case, The Daily.

We use old-fashioned HTML standbys such as HTML anchors, allowing us to link within the same page. We don’t want people to miss anything and we don’t want people to get lost in a maze of pages.

We also use flat-file HTML on an Linux-variant Apache install because we tend to reach out to thousands of bloggers at a time — upwards of 8,000 — and we don’t want a database-backed website to get bogged down by a potentially heavy, all-at-once stampede of traffic. Flat-file pages tend to serve faster and more reliably because they’re generally much less resource-intensive.

What we did for The Daily, section by section

Let me go through the SMNR we created for The Daily, section by section, so that I can explain. Long story short:

If we can’t get someone we send an email-based blogger pitch to to post something within five-minutes of opening our email, then we’ve lost him. If it isn’t as easy as pie and as clear as crystal, then we might get nothing. If it looks like it’ll take six minutes instead of five, we’re lucky if we get a tweet or a post to a Facebook Wall. More about that later.

The banner

The banner is simply a quick, attractive “splash.” It’s always above the fold and needs to convey, in a single glance, what’s up and why we didn’t, in fact, waste the blogger’s time. The banner is useless but essential. It allows the client to clearly, as though in summary or abstract, convey the entire message of the campaign both visually and textually. Carefully selected choice slogans, logos, screen shots, and photos go in the banner. However, since it isn’t really possible to “steal” anything from the banner, all the content found in the banner should be replicated somewhere else deeper in the SMNR.

The banner may just seem like bling or flair but it’s is really the single opportunity the PR professional or publicist has to sink the hook, to build the resonance and excitement and to activate the passion required to encourage bloggers to spend their valuable time and finite energy on doing something for me and my clients for free.

One caveat, however, is to make sure the banner isn’t too tall that it blocks out the QuickLinks, below, or seems just like an advert or splash page instead of what it is, a multimedia press release rife with important, objective blog fodder.

The QuickLinks

OK, that’s rather hard to see, so I will make it a bit larger below so that you can see what I am talking about.

That’s better. Well, the QuickLink row is essential because it might be the only interactive part of the SMNR that’s above the fold for some viewers, especially those who are still running 640 x 480 or 800 x 600 screens. (Don’t roll your eyes about the small screen size — there are still millions of folks worldwide who are running small monitors, large font sizes, and also dial-up modems, not your big 2560 x 1440 resolution, double-screened 27″ LCD computer displays. You should work with and understand everyone and design to your lowest common-technology denominator.

So, the QuickLinks are a short-cut to what the blogger wants. These links don’t go anywhere off-page, but, rather, just link down to somewhere much further down on the single page.

And like I said, if we don’t do everything to make it as easy as possible to allow the blogger to search, discover, collect, and report on what we’re pitching, then we’re risking losing them.

The video introduction and the social network sharing

This is a two-parter. Obviously, the commercial that goes with the introduction of the then newly launched iPad-only daily news site, The Daily, is the main thing we wanted to promote. A no-brainer.

More importantly is what I circled in red, the “Share This” embed with the easy-to-share-to-Twitter-Facebook-Yahoo!-Etc. buttons. We never used to add this to our Social Media News Releases. Why? Well, we were afraid that if we did, bloggers would share on social media and social network and with either their Facebook or Twitter friends and followers instead of posting it on their blogs.

The truth is, the SMNR is all about making everything as easy for the blogger as they need it to be. Folks who feel the need to feed the maw of their always-hungry 24/7/365 blog, will always blog (and often then tweet and Facebook their post), and the folks who are interested enough but don’t have the time or interest in the topic or promotion or don’t feel like their blog is the right place for the news we’re pitching won’t blog no matter how much we may well disagree.

So, popping that little “Share This” array of buttons has quadrupled the number of earned media mentions that we get from folks who wouldn’t have blogged our stuff, our news, our clients, anyway — they are just interested enough to throw us a bone and share the Daily with their followers and friends.

The news

The news section is the most important part of the SMNR. Because there’s lots of great stuff to steal. Consider our Social Media News Releases to be one-page versions of Abbie Hoffman’s Steal This Book — which is to say that once we have appealed to a blogger enough that she has opened our email, read our pitch, maybe emailed us, clicked through to the SMNR, scrolled past the banner, the QuickLinks, and ignored the Share This buttons, we want the blogger to have to do as little additional work as humanly possible.

We also post as many photos, illustrations, screen shots, and logos as we can into each SMNR, inline, so that a blogger can easily copy-and-paste each image into the blog post and not need to download and then upload. We act as the host, happy to sponsor the image hosting to the SMNR. As many of these as we can because we never know which one resonates with each blogger.

So, we pre-link all the items in the bullet-list with text links to the daily. We link the phrase The Daily any and every time it comes up in the list. This will appall SEO gurus who think I am an ignoramus who doesn’t know Search. I am an expert in search and my SMNRs are not Google-bait, they’re blogger-bait. We actually do not want our SMNRs to start competing with our clients’ sites — and they used to — but if we mess up all the delicate Google balance, then hopefully our SMNRs will not show up in the top-ten on Google, which is often quite challenging since most sites are absolutely terrible.

Actually, recently, we have had clients who have wanted to optimize their SMNR for search, but then you put the onus of linking, textually, on the shoulders of the bloggers, many of whom are not experts in search or HTML. So, we make sure that almost every single link has one linked textual on The Daily, just to make sure that every potential news item that a blogger might want to copy-and-paste onto his blog includes a link.

We never know what the blogger will or won’t steal, we don’t know how much or how little the blogger will copy, paste, then blockquote into their blog. Some bloggers go full-text, blockquoted, and then wrap the copy that we wrote in a bit of introduction and a parting shot into a blog-post sandwich where the copy, exactly as we wrote it, is the meat.

OK, you may have noticed that the page is pretty long. It requires quite a lot of scrolling, right? Well, remember how brief, concise, and minimal the blogger email pitch was? Well, the pitch might be laser-focused but the SMNR is everything but the kitchen sink. As many diverse and random and seemingly extraneous content and assets as we can find and collect we put into the SMNRs.

Those of you who have ever spoken to me about this before might want to jump ahead. I have an analogy for you. If you think of the Sunday paper and all those coupons, think of our email blogger pitch as a coupon for a big-screen TV at hhgregg.

If we can get that person who’s browsing the Sunday Post to cut out the coupon — already a huge task, to say nothing of even buying a paper, reading the paper, and braving the coupon section — and then pocket the coupon, get in the car, and drive to the store, once that guy gets to the store, he’s generally committed to doing something. While we’re pitching the TV, we’re just happy if that consumer ends up spending an equal sum on something — anything — else, just so long as it’s with hhgregg.

Same thing with an SMNR. The email pitch is the coupon selling a particular thing — the launch of the iPad app — and the SMNR is the big box store offering loads of other things, including bios, and other content. In the case of the Daily SMNR, a blogger may well come in to look at the offer to download and use the iPad app or to share the video with the readers of her blog but may report, instead, on Daily Editor in Chief, Jesse Angelo, who left the New York Post for a position with Rupert Murdoch’s News Corp.

To me, it really doesn’t matter what news from the SMNR the blogger reports, it just matter that the blogger takes time out of her busy, busy, day to spend some time writing about our clients, for free. We really always remember that we’re not entitled to anybody’s time, especially if we’re not paying for it. No matter what, every mention is a gracious courtesy.

Multimedia elements and the essential embed code

I always tell everybody that only 1% of all bloggers have media, communications, or public relations experience. Full stop. Even fewer of them are HTML gurus. Nothing can be assumed. I am not recommending pablum. I am not saying that we have to dumb down for the bloggers, it’s just that they speak a different language from ours in PR. We don’t share lingua francas. So, we always go out of our way to make sure everything is as simple and self-explanatory as possible without ever insulting the blogger.

In the above case, we always make sure that embed codes are included whenever any video is included — if we ever want to see it embedded inline in a blog post. We had an embed code in the first video at the top of the SMNR but it was deleted by the client. Even if our blogger knows how to find the embed code himself, we really don’t want him to leave the site to go hunt it down over at YouTube, as I explained earlier. We don’t want people to ever click away.

So, we include all embed code at a height and width that is optimal for most blogs, in this case 480 pixels wide. If the blogger is sophisticated enough to want a 853 x 480 video, he can go get that, we’re just making it as easy as possible to make the entire process take less than five minutes from the opening of the email to the clicking on Publish.

Social media and tags

The “Share This” buttons at the top of the SMNR are promotional. They don’t reference the client-owned Social Media properties. It is essential to make sure that we offer up everything and anything to the blogger’s consideration.

Finally, to make it as easy as humanly possible for everyone, we include a string of comma-separated topical keywords that each blogger can easily copy-and-paste into the “post tags” portion of your blogging platform.

Yes, I know. this SMNR has everything including the kitchen sink. Not true. It gets worse. If you explore the SMNR for Habitat for Humanity’s World Habitat Day the SMNR we did for the US Olympic Committee we made for the Winter Olympics in Canada, or one of the SMNRs for the Fresh Air Fund, you’ll see that there are all sort of other things such as banners with embed codes and additional videos and all sorts of other assets — really the kitchen sink, in many cases.

Favicon, header title, and meta description

One last thing that I want to discuss before we end this helluva long post is about fit and finish. Too often “single use” sites like this just don’t get the love they deserve. Make sure you take some time to create a nice “Favicon” aka favorites icon, shortcut icon, website icon, URL icon and bookmark icon. Also, please take the time required to create a strong and descriptive Metatag Title and Description tag as well.

<title>Introducing The Daily - Facts and Resources</title>
<meta name="description" content="The Daily facts and resources page. Introducing The Daily The first digital daily news publication built from scratch for the iPad by some of the best in the business to bring you information that's smart, attractive, and entertaining.">
<meta name="keywords" content="the daily facts, the daily resources, the daily facts and resources, the daily, thedaily.com, rupert murdoch, news corp, apple, mac, ipad, ipod, iphone, iphone 3g, iphone 3gs, iphone 4, steve jobs, macbook, macintosh, mackbook air, ipod nano, new iphone, ipod touch, apps, ipad apps, iphone apps, mac rumors, ipad reviews, apple technology, apple news, ipad news, iphone news, tech, technology, geek, geek news, gadgets, new gadgets, new technology">

Why? Why is it even worth the extra time to go back into the engine room and tool with the Meta Data? Well, the HTML Title tag directly contributes to what people see when they either bookmark your page, what they see in a browser tab, or what they see in the Title Bar. Easy-peasy. A real no-brainer. Also, despite what anyone at SEOMoz thinks, meta tags are still important and here’s why:

You’ll notice that all the text in the search result that comes up when your search serves up thedaily-newsrelease.com as a result is content that Google didn’t so much have to find or scrap; rather, it simply serves up the text directly from the Title we wrote and also the Meta Description we also wrote in the form of the search result headline and description.

I hope the previous 2,500 words have done a pretty good job of explaining why we at Abraham Harrison insist on producing a proper, well-produced, well-branded Social Media News Release (SMNR) — both philosophically, practically, and psychologically.

And because I really don’t know everything, please feel free to comment, contribute, share, and ask any questions you may well still have about the process, the evolution, and any technical details you might be unclear about or I have failed to cover. Thank you for your amazing attention span! Via Marketing Conversation via Biznology via Socialmedia.biz.

Related articles

• The Social Media News Release explained in detail (socialmedia.biz)
• Inside a Social Media News Release (biznology.com)
• How to write an irresistible blogger pitch email (chrisabraham.com)
• Why Using the Social Media News Release is a Big Mistake (hubspot.com)
• Authentic Internet inbound marketing the way God intended (chrisabraham.com)
• Detailed analysis of the perfect blogger pitch (socialmedia.biz)
• The art of writing the perfect blogger pitch (biznology.com)
• Study Shows Social Media Releases Are Less Effective Than Traditional Press Releases (hubspot.com)
• Online newsroooms should go social (econsultancy.com)
• Flipboard, Smaller and Smarter, Launches on iPhone (prnewswire.com)
• Inbound marketing the way nature intended (socialmedia.biz)

Over the last five years that Abraham Harrison has been pitching bloggers on behalf of clients, we have learned a thing or two about how best to reach bloggers, how to engage them, how to get them to carry our client’s message to their readership. Whether we’re doing an outreach to the bloggers of mainstream media and celebrity blogs or to someone who has just set up a blog for the first time, it all begins with the message model.

Below is an example of a message model we developed for Miriam’s Kitchen for National Homelessness Month. We didn’t use it because we focused on Give to the Max Day instead, but I think it is an example of our best work and I’ll put it aside and we’ll use it next year for sure. I will share the entire email pitch in total below but then I will go through a line-by-line explanation as to what we did and why we did it:

From: Chris Abraham <cjabraham@miriamskitchennews.org>
Subject: November is National Homelessness Month

Hi <<First Name>>

November is National Homelessness Month and I’m reaching out to you to discuss the issue of homelessness in America. I’m also hoping that you’ll discuss this issue with the readers of <<Blog Name>>. I am a volunteer at a small kitchen for the homeless in DC and while working there it occurred to me that this issue affects every town, village, and city in America.

I have put together a microsite that puts the issue of homelessness in perspective and also uses Miriam’s Kitchen, the kitchen where I volunteer, as a model for addressing homelessness and untreated mental illness in the US capital city. There are a multitude of news, facts, videos, photos, and banners so please feel free to repost any of it:

www.miriamskitchennews.org

If you are able to post about this issue in any form, it would really help spread the message of homelessness in its many diverse forms and maybe suggest ways to help improve many lives. Please let me know if you have any questions and if you are able to help. Thank you so much.

Chris

–
Chris Abraham,
On behalf of Miriam’s Kitchen
www.miriamskitchen.org

OK, now I will go into more detail, section by section …

From: Chris Abraham <cjabraham@miriamskitchennews.org>

The first thing you’ll notice is that I am doing the outreach in this example. Though not the norm, I personally volunteer and donate to Miriam’s Kitchen and people know that, so I decided to reach out as me because that’s the most authentic relationship. In other cases, the names of Abraham Harrison team members fit the bill. The next thing you’ll notice is that the email doesn’t come from either miriamskitchen.org or chrisabraham.com domains. Instead, we virtually always reserve a completely new and unique domain name for each campaign, in this case miriamskitchennews.org. Why? Three reasons:

1. Clients protect their domains. Most companies and organizations have very restrictive IT policies that limit the use of their domain and the allocation of email addresses. This makes it almost impossible to place social media news release content on their site, so we reserve our own because it gets around any of those issues.
2. Bloggers don’t trust PR firms. We prefer to reach out to bloggers as the client instead of as Abraham Harrison on behalf of our clients. Why? Not to be deceptive but because a strong majority of all the bloggers we reach out to are not trained in public relations processes and don’t generally feel comfortable being communicated to via a broker, so we always try to communicate as clearly and as simply as possible, so choosing something in-between the two is best, in this case cjabraham@miriamskitchennews.org.
3. Spam detectors are always a risk. Because we reach out cold to upwards of five-thousand bloggers at a time, it is essential that we don’t put ever put mission-critical domain names in jeopardy of being black-listed as spam or being taken away by a fickle registrar such as GoDaddy.com. While we’re exceedingly careful when we target and how we engage each blogger, it is amazing how few email recipients need to report a single email as unwanted before the gray-bearded email wizards can ban and block an entire domain from being deliverable–we never want to put ourselves or our clients in that precarious position. While this has never actually happened to us or our clients, we have felt enough saber-rattling and there have been enough shots over our bow that we make sure we never put anyone into a defensive position. Ultimately, protecting our clients’ brands as well as our own is of top priority.

Let’s move on to the all-important subject line.

Subject: November is National Homelessness Month

The first, and sometimes only, thing a blogger sees when she receives our email pitch is the email subject line and the sender. Choosing a title is super-hard because we want to be as neutral and as informational as possible. Teasing or tricking a blogger into opening by being cute, mysterious, or clever in the subject line has almost always blown up in our faces. The simpler the better, especially when you realize that we follow up a couple times after the first outreach–something I will go into more in a future post. But first, the salutation.

Hi <<First Name>>

When we research bloggers to pitch, we always do our very best to discover the full name of the blog, the first name of the blogger, and the best address possible. We also make sure the name is correct because it isn’t always clear. I can’t tell you how many pitches my blog, Because the Medium is the Message, and my corporate blog, Marketing Conversation, get from marketers who address us wrong, mostly as Abraham. “Dear Abraham.” Those go straight into the trash. Next, our mailer, nicknamed “The Cloud,” has a mail merge feature, allowing us to personalize our email a little bit, within reason, and appropriately.

What’s behind that first paragraph?

November is National Homelessness Month and I’m reaching out to you to discuss the issue of homelessness in America. I’m also hoping that you’ll discuss this issue with the readers of <<Blog Name>>. I am a volunteer at a small kitchen for the homeless in DC and while working there it occurred to me that this issue affects every town, village, and city in America.

The most important thing is to make sure the first paragraph of every pitch is simple, clear, concise, and immediately addresses why you’re emailing. Yes, answer who, what, when, where, why, and how–but in very short order, so get to it! Who? Miriam’s Kitchen. What? Homelessness in America, an issue that affects every town, village, and city in America. When? November. Where? On your blog. Why? To share the issue with your readers How? Posting to your blog. I added the last sentence to proactively address why I was the person to be writing at all–because I am personally invested and this is meaningful to me, for real.

I am lucky enough to have Dan Krueger and Phillip Rhoades on my team. They’re both excellent BS detectors and masters of minimalism. For a pitch like this, Dan or I generally create a first draft. Then, the other two of us go through the draft line-by-line. As if it were poetry. We cut to the bone. This process is a direct result of three things:

One, you only have a blogger for a few seconds–if she opens it at all–so you must cut to the chase.

Two, we have all received enough pitches ourselves to know who does and doesn’t read our blogs, so the entire “I am a real fan of your blog and have been reading you a long time” are generally lies. So, after you write your first draft, cut out all the inauthentic praise. Truth be told, if your targeting is good and you have a great offer and are clear as to what you want, you’re effectively doing the blogger the favor of providing good content that they can easily and quickly pop onto her blog–and you really don’t need to flatter. I am not saying that you should be short, rude, or curt, but surely be very clear as to who you are, what you are, what you want, and what you need.

Yes, I do volunteer at Miriam’s–many times-a-month. If I didn’t–or if I sent the email out as someone else in the company, an online analyst, and that person hadn’t ever graced Miriam’s, I would never make that up. Everything in the email must be honest and true. This isn’t a con job, this isn’t a cheesy 11pm pick up, this is the sharing of relevant information–don’t feel like you have to sell to someone or fool someone to cover you. Also, be very careful about playing the heart strings too loudly when you’re doing an outreach on behalf of a charity. To be honest, the less said the better–allow the blogger to come up with her own conclusions–you really don’t have to tell the blogger what to think. Not only isn’t that necessary but it can be downright insulting to bloggers, who are by their very nature free spirits.

Now, on to the meat of the pitch.

I have put together a microsite that puts the issue of homelessness in perspective and also uses Miriam’s Kitchen, the kitchen where I volunteer, as a model for addressing homelessness and untreated mental illness in the US capital city. There are a multitude of news, facts, videos, photos, and banners so please feel free to repost any of it:

www.miriamskitchennews.org

One of the results of making the email pitch so efficient and tight is that there’s a lot left behind. Most folks who pitch to bloggers still include the kitchen sink in their email pitches: PDF or MS Word attachments are still very common. The majority paste their rich-text traditional press release inline in the email, along with inline images, logos, and graphics. We refuse for three reasons.

1. Our email pitches are all about starting a conversation. We’re more interested in getting an email reply that we can respond to than we are in firing and forgetting.
2. We always send plain text emails. We do not include anything that might result in spam-boxing. We don’t even include any “http://” prefixes in our links, assuming that the webmail or email client will activate the link when the blogger opens up their email and views the content.
3. We don’t take the blogger’s interest in our pitch for granted. The email, to me, is a speed date. We don’t want to waste anybody’s time or good will, so we allow the blogger to decide whether she wants to go on a second date. We like it best when the chemistry is so intense that our client and the blogger drive to Vegas immediately and get hitched–by which I mean we reach out, the blogger immediately likes our pitch, immediately posting to their blog as well as Facebook and Twitter–but we don’t want to assume any of that. We like to play it cool because a heavy sell never works, especially in an earned-media PR campaign.

On to the end of the email:

If you are able to post about this issue in any form, it would really help spread the message of homelessness in its many diverse forms and maybe suggest ways to help improve many lives. Please let me know if you have any questions and if you are able to help. Thank you so much.

Chris

As I said before, being clear as to why we’re writing is essential. Being clear what you want and what you expect is essential, too. Too many pitches I receive simply share their message but are never bold, brave, or courageous enough to make an ask: please post it anywhere, anyhow, to help spread the message of homelessness in America.

The most essential thing, however, is that this is really just a speed date. If we pass muster but the blogger just isn’t sure who we are or why I am emailing her, we need to be painfully clear that this email is not a fire-and-forget. That this email is the beginning of a connection and that simply hitting reply will result in swift answers. Also, accountability. We end just about every email with a direct request to the blogger to please let us know if she ends up helping and sharing–and that we’re appreciative either way. At the very least because she’s spent some of her time opening and reading our email.

Finally, the signature.

–
Chris Abraham,
On behalf of Miriam’s Kitchen
www.miriamskitchen.org

If you’ll notice, we don’t misrepresent ourselves–or myself–as being on the staff of Miriam’s Kitchen; however, we also don’t want to confuse the purity of the message by bringing a second brand into the brief message model, such as would be the case if I included Abraham Harrison LLC in the signature. So, we chose to split the middle.

What you’re thinking right now is “how in the heck could you blog so much about such a short email?” Well, it is because we spend a lot of time, many revisions, and three or more staff cutting, editing, re-ordering, and BS-detecting each message model. We’re very intentional, very formulaic, and also very careful. We don’t want to tell bloggers what to think. We don’t want to put words in their mouths, and we surely don’t want to alienate a blogger because we color the copy in such a way that they reject our pitch based on style instead of content and mission.

It is like a first date, especially for a man like me: it is more important for me to remember to be a good listener and not to spend the entire meal making it all about me. The longer my message model and email pitch is the more likely the blogger will feel like I might have sent them an email in error. I want each email pitch to be as neutral and factual as possible. All dogma, passion, color, interpretation, and story should be provided by the blogger–and don’t forget that everything that you cut out of the email message model can possibly find a happy home in your Social Media News Release.

While the email might seem very casual and conversational, winging it is not an option when you’re officially reaching out on behalf of your brand. This is doubly so when you’re reaching out on behalf of a client. The message model is a getting-to-know-you process and not simply a product. Before I explain what goes into an email blogger pitch, I need to explain this process and the philosophy that we have developed through trial and error since the Fall of 2006.

Being completely familiar with the client, the brand, the product, and the services, before moving forward with the pitch is essential. Anything we don’t use in our message model and email pitch we aggregate it into a social media, multimedia, social media profiles, news release.

This process of collecting all of the client’s assets and collateral material, including videos, photos, ads, bios, history, background, context, interviews, case studies, testimonials, and media mentions, help us then decide if there are any missing pieces that we need to request from the client or create ourselves.

Then we can interview the client to discuss what the subject of the pitch should be, what the ask is, and then which blogs and bloggers should be included–or excluded–and who to exclude is often more important than who to bring into the pitch.

My next blog post will focus on what I am all sure you’re curious about: the social media news release (SMNR), that “kitchen sink” catch-all supporting document that provides all the details, content, media, images, and greater story that has been pruned from the initial pitch but surely deserves being told.

A future post will be about the value of following up a couple times with any bloggers who don’t reply or post. We have evolved a process that does not email just once but also sends two follow-up emails to those bloggers who don’t reply at all. Funny thing is, we get only 25% of all posts from the first email. We get 50% of all our total earned media posts from the first follow-up email and another 25% from the final outreach, so I really want to go into the why and how of that–and how we handle something that might very well be scary to some of you and and might feel like we’re being a pest to others–and I will address all of those fears and perceptions.

Please feel free to ask any questions or make any comments you might have on your mind after reading this blog post and I will do my best to respond.

Related articles

• Testomonial from Miriam’s Kitchen (chrisabraham.com)
• Agencies are too afraid of bloggers to do their job (chrisabraham.com)
• Please Support Miriam’s Kitchen on Give to the Max Day (chrisabraham.com)
• Authentic Internet inbound marketing the way God intended (chrisabraham.com)
• Set up your Google+ Brand Page right now! (chrisabraham.com)
• Fire for effect when you can’t get a direct bead on your market (chrisabraham.com)
• Live people over Robot Armies and Zombie Hordes (chrisabraham.com)
• How to make friends and influence bloggers (chrisabraham.com)
• Write your blog to be taken completely out of context (chrisabraham.com)
• Amplify Twitter and Facebook with GaggleAmp (chrisabraham.com)

Via Marketing Conversation via Socialmedia.biz via Biznology

I am really proud of the work we at Abraham Harrison are doing on behalf of Jerry White’s new book, I Will Not Be Broken: Five Steps to Overcoming a Life Crisis, and new organization, SurvivorCorps. So excited am I that we really created a gorgeous Social Media News Release (SMNR) for the project, for both I Will Not Be Broken and SurvivorCorps — and I wrote about it over on Marketing Conversation — and here it is below:

When we work with clients, we tend to create what are called Social Media News Releases. During out promotion of the new book by Jerry White called I Will Not Be Broken, we created the following SMNR. You can see a CMS version here and the official static version here. The inline version is pasted below — as you can see, it pastes pretty well, which is important when you’re expecting bloggers to “steal” code, content, HTML, links, photos, and graphics directly from the SMNR and into their blog via coppy-and-paste into their rich-text editor. One can surely use too much style and CSS fu that could result in a difficult-to-integrate into a blog. Also, when I get the press kit from the client, it is essential to boil down — reduce — the content into web-friendly content: PDF and Word needs to be converted to PNG, GIF, JPG, and HTML — that’s all that matters online. Finally, try to pre-size the images into post-friendly sizes because most bloggers don’t have the sort of set-up that would allow them to convert “press-ready” portraits and “full-size” images into smaller, thumbnails, for a website: do as much of the premastication and blog-ready HTML as possible and make it a simple matter for your blogger. The easier, the better. Be a valet to your blogger — a facilitator!

I Will Not Be Broken: Five Steps to Overcoming a Life Crisis
by Jerry White

Copies of I Will Not Be Broken Now Available Online and at Stores Nationwide

Leveraging personal experience and a lifetime of wisdom, landmine survivor Jerry White outlines a very specific five-step program to coping with disaster; to achieving strength and hope; and to turning tragedy into triumph

News Facts

• I Will Not Be Broken: Five Steps to Overcoming a Life Crisis by Jerry White went on sale April 29th, 2008.
• The official I Will Not Be Broken web site http://www.iwillnotbebroken.org launched May 1, 2008.
• I Will Not Be Broken: Five Steps to Overcoming a Life Crisis by Jerry White will be available as an Audiobook
• Jerry White, author of I Will Not Be Broken: Five Steps to Overcoming a Life Crisis, is available for blog, podcast, and vlog interviews.

About I Will Not Be Broken, a Book by Jerry White

From a leader of the Nobel Peace Prize-winning movement to ban landmines and founder of Survivor Corps comes an astoundingly effective guide to recreating a happy and fulfilling life after catastrophe strikes—a book that Bob and Lee Woodruff call “a road map for the individual and their family to re-enter the land of the living.” In I WILL NOT BE BROKEN, Jerry White reframes the question “why do bad things happen to good people?” and asks, given that bad things do happen, how do people absorb the blows and move through them?

Tragedy happens to everyone. Whether it’s the loss of a loved one, a painful divorce, or a serious injury, we all face unavoidable moments that divide our lives into “before” and “after.” These events take a heavy toll on everyone, but there are those who have muscled their way through tough times and emerged stronger, wiser—even grateful for their struggle. Jerry White is one such example. In 1984, he lost his leg—and almost his life—in a landmine accident, and has personally endured the pain of loss and the challenge of rebuilding.

As co-founder of Survivor Corps, White has connected with thousands of victims of tragedy, and in I WILL NOT BE BROKEN, he shares their collective wisdom, which he distills into an effective five-step program for turning tragedy into triumph:

• Face facts
• Choose life
• Reach out
• Get moving
• Give back

In their own words, his fellow survivors share their stories—a group that includes the well known like Lance Armstrong, Elie Wiesel, and the late Princess Diana, but also everyday people including soldiers and veterans of the military. With compassion, White takes readers through the process of not only enduring tragedy and victimhood, but going on to thrive.

Book Digital Downloads

Download the Introduction to I Will Not Be Broken Download Chapter 1 of I Will Not Be Broken Download Intro & Chap 1 of I Will Not Be Broken Combined

Reviews and Testimonials

“In I Will Not Be Broken, Jerry White brings his insight and experience to bear expertly for those facing life’s unexpected challenges. He embodies the spirit of survivorship.”
Lance Armstrong, co-author of Every Second Counts

“We can choose happiness, even after the worst of times. Jerry White offers an excellent guide to navigating and overcoming the traumas we face in our lives.”
Deepak Chopra M.D., author of Buddha: A Story of Enlightenment

“This is an important book. Jerry White shares lessons learned from his experience recovering from a landmine accident to help trauma victims recover, survive, and thrive.”
Jane Goodall, author of Harvest for Hope

About Jerry White

Jerry White is a global survivor activist who has dedicated his life to helping victims of violent conflict. While camping in Northern Israel in 1984, he stepped on a landmine, and he spent nearly six months in Israeli hospitals learning to walk on an artificial leg. Since then, he has become a recognized leader of the historic International Campaign to Ban Landmines (winner of the 1997 Nobel Peace Prize), and a co-founder of Survivor Corps. He has testified before the US Congress and the United Nations and appeared in hundreds of media interviews and profiles.

The Five Steps of I Will Not Be Broken

1. Face Facts. One must first accept the harsh reality about suffering and loss, however brutal. “This terrible thing has happened. It can’t be changed. I can’t rewind the clock. My family still needs me. So now what?”

2. Choose Life. That is, “I want to say yes to the future. I want my life to go on in a positive way.” Seizing life, not surrendering to death or stagnation, requires letting go of resentments and looking forward, not back. It can be a daily decision.

3. Reach Out. One must find peers, friends, and family to break the isolation and loneliness that come in the aftermath of crisis. Seek empathy, not pity, from people who have been through something similar. Let the people in your life into your life. “It’s up to me to reach for someone’s hand.”

4. Get Moving. Sitting back gets you nowhere. One must get out of bed and out of the house to generate momentum. We have to take responsibility for our actions. “How do I want to live the rest of my life? What steps can I take today?”

5. Give Back. Thriving, not just surviving, requires the capacity to give again, through service and acts of kindness. “How can I be an asset to those around me, and not a drain? Will I ever feel grateful again?” Yes, and by sharing your experience and talents, you will inspire others to do the same.

On Strength: “They say what doesn’t kill you makes you stronger. It’s not quite that simple. I believe you have to decide it will make you stronger. Experience has taught me that happy endings can never be taken for granted. They must be chosen.”

On Surviving and Recovery: “We are surrounded by survivors who have gone before us, and their examples will help mark the way forward. Their experiences show us that, with the right support, everyone can recover and thrive. As we overcome hardship, there is laughter and hope and love waiting for each of us. But it is crucial for us to want those things.”

Growing Stronger from Crisis: “Is there really a way to grow stronger in crisis? You bet there is. I am convinced we not only can toughen under pressure, but also soar. Why? Because I did. And I have watched thousands of others transform tragedy into growth.”

The Bell Tolls for Everyone: “Because life will happen to all of us. Violence and terror can be visited upon just about anybody these days. Life explodes, and nothing is ever quite the same. I’m not just referring to a personal injury or illness, but also to the world where headlines of terrorism, violence, and natural disaster assault us with increasing frequency. Some of us seek consolation in the belief that tragedy is happening somewhere else, far away. But, eventually, the bell tolls for you.”

How to Move Forward After Tragedy: “I hope my story, and those of friends I’ve met around the world, will flicker light in the dark tunnel where too many people feel trapped in pain. Even better, the survivor stories in these pages can teach all of us about moving forward. All of us need to learn to manage life’s explosive moments. Life may change in an instant, like mine did in Israel, but instead of dreading them, I want to encourage all of us to honor our toughest dates—the tragedies that bind us—in an effort to transform victimhood into survivorship.”

Moving from Victimhood to Survivorship to Thriving: “Over the past twenty years, I have met and talked ‘survival’ with everyone from the famous—Diana, Princess of Wales, Elie Wiesel, King Hussein and Queen Noor of Jordan, John McCain, His Holiness the Dalai Lama, Lance Armstrong—and the not so famous but equally strong—Katie, Ken, Elizabeth, Colleen and others. Each has something to teach us. They don’t just get by. They thrive. That’s what I aspire to do.”

The Path to Survival: “This book illuminates the path to survival—five steps that can guide a person from tragedy toward a new life of renewed purpose and hope. The steps are not always sequential; they can be taken simultaneously. They can also spiral, skip and repeat. Survivorship is different for each individual. But anyone who has overcome adversity and learned to thrive has come to understand the power of each step.”

Princess Diana on Survivorship: “Princess Diana understood that to survive means to endure something that could have killed you or ‘taken you down.’ Like the loss of a son or daughter. Like stepping on a landmine. These are experiences terrible and terrifying. Such trauma presents a threshold. The outcome, positive or negative, is not pre-ordained. We can do things to foster resilience and strength going forward. Can you recall your date? Your own before-and-after moment, when life is cut in two by horrible pain or shocking news?”

Facing the Facts to Move Forward: “This terrible thing has happened. It can’t be changed. So, now what? There’s little point wishing you hadn’t gotten into that car, or gotten the tumor, or been fired from that job. We must face some brutal facts of the here and now. It’s normal to question, but you will never get a satisfactory answer, and you’ll only waste time. The past is the past, and facts are facts.”

Your Emotions are Facts: “Emotions are facts too. But it is quite common to deny the initial experience. This is not happening to me. I will wake up from this nightmare soon. It is also quite common to feel the most intense range of emotions after a loss or crisis.”

How to Survive a Catastrophe: “How can we use the facts that confront us with unpleasant truth to help us survive catastrophe? Facing facts is so hard because it demands that we come to grips with our worst fears. It means admitting what we really think about disability, deformity and death—all scary stuff. Most of us would prefer to look away and carry on our merry way without thinking about these things. But without a closer look in the mirror, examining the wrinkles of our traumatized life, we can’t make sound decisions, and then proceed to change and grow.”

On Crisis and Pain: “Crisis and pain can hold us hostage for a time, but we still have a choice in how we will respond to our circumstances, no matter how dire. When something disrupts our life, how do we move forward? I’ve seen it time and time again in my work with victims of war atrocities—there are those who fight for their lives after devastating loss and those who succumb to their suffering. Why the difference? To truly thrive, we must consciously choose for our lives to go on in a positive way. I have had to do it more than once. Most of us have, or will.”

Choose Life: “By choosing life we step across the second threshold of survivorship. It may be one of the hardest steps. It requires imagination and perspective in the midst of pain. It comes on the heels of brutal facts and a long look in the mirror to see who we are and where we stand. How do you choose your way forward with scars and bitter memories? You don’t let your situation define you. You reframe how to think about it. You choose humor and connections and love—you choose to live. One of the essential ways we start to embrace life is by reaching out to others.”

It Takes a Village to Survive: “No one survives on their own, and no one thrives alone either. Yes, you might feel an excruciating loneliness after one of life’s hurtful blows. But we are simply not built to survive solo. Isolation will kill us, not protect us. We humans are social animals made for community. Even when family and friends annoy the hell out of us, they remain an essential part of our survivorship.”

Calling to God and to Faith: “Sometimes it feels as if we have no instruments, we have no leader, we have nothing. That’s when many of us call out to God. For many it takes a crisis, but in our darkest moments, most of us will reach out spiritually. It’s a cry for divine help. We need someone—anyone—out there to understand. Our prayers reflect an existential plea for empathy in the universe. I believe this is a great and useful thing. I can’t encourage people enough to pray, and then pray some more. Call out. Reach out. Your questions and search for meaning are enormously important. They reflect a desire to Choose Life and Reach Out simultaneously. Whatever you believe, religion can offer a positive source of social and spiritual oxygen.”

On John McCain: “I am always impressed by the strong bond among veterans, including well-known American prisoners of war in Vietnam such as John McCain. Their military code of conduct inculcates an attitude of mutual survival, with duty to country and to family. When I first met Senator McCain over lunch in the Senate dining room, I was immediately struck by his stubborn survivor spirit. McCain credits his five-plus years of perseverance in the face of torture to his sense of duty to and camaraderie with his fellow navy men and prisoners, and a sense of honor instilled in him by the military careers and character of his father and grandfather.”

Surviving and Thriving: “There is a difference between surviving and thriving. Thriving requires tapping into our gratitude and drawing on this well to give to others. Studies on gratitude and giving are starting to proliferate. Why? Because people are catching on to the secret of happiness—giving, not getting. It turns out that by giving we end up getting as well. It’s a loop. Ralph Waldo Emerson said, ‘It is one of the most beautiful compensations of life that no man can sincerely try to help another without helping himself.’”

We Benefit from Community: “We benefit from belonging, from contributing to a bigger thing called community. We all have a role, with talents and gifts to deploy. Each act of generosity seeds good will. Even by listening to another person tell their tale of woe—thereby affirming their path—you can help build community. Each of us is born with talents and gifts. And they are meant to be deployed, not for simple survival, but for the good of the community. A body is also a metaphor for community, and if any one part is hurting, the whole body is weak. We need to shore each other up and make sure we acknowledge with appreciation people who pray, forgive, connect the unconnected, and serve the more vulnerable among us.”

On Victimhood and Surviving: “Why do some people stay victims? Well, it’s strangely comfortable—a kind of defense mechanism after disaster strikes. We welcome sympathy in our hour of need. And then we invite it. Eventually, we must break the victim habit and resume taking full responsibility for our future.”

Survivors are Everyday People: “I’m here to tell you that survivors are everyday people in the car next to you, behind you in the grocery store, next door mowing the lawn. I meet these people everywhere, from every walk of life, on every continent. I only wish I could share more of their stories. I hope their examples will teach and inspire you to want to thrive. Just think: if someone can overcome that level of crisis or abuse, then maybe I can hang in there too, just long enough to get through my crisis.”

Life Experiences Nourish Us: “Life experience will nourish and make us stronger. For example, studies of emergency personnel indicate that having survived one traumatic experience increases resilience and, in a sense, inoculates workers who will face subsequent traumas at work. Most of us can point to early life experiences that afford us at least some practice in building resilience.”

Survivors can Survive Anything: “Josephine Hart observed, “Damaged people are dangerous. They know they can survive.” Every time we come through tough times, we should feel some sense of pride and achievement. After all, getting through the experience may have been the hardest thing we’ve ever done. And we might be surprised to discover an inner voice and competitive spirit coaching us: I refuse to be taken out by what happened to me. I will not be defeated by this. I still believe in the possibility of the future. Even when our loss is the death of a beloved, and we may not feel like going on without them, we still honor their memory by healing and living strong.”

Empathy Etiquette: “What do survivors say has been helpful during their tough times? I call it “empathy etiquette”—the way to support survivors in crisis by putting yourselves in their shoes. The good news is we can learn empathy etiquette, much like we can learn resilience. When we are going through something for the first time, neither we nor our friends know exactly how to behave. Nothing seems normal or real in a life-threatening storm.”

On Reading People in Need: “Just be ready to pick up on the hints people in crisis my give as to what is needed at any particular time. Try to make it about that person and not your own hang-ups or past traumas. Maybe your friend wants you to come by every day. Maybe it’s just once a week. You must assess and reassess the situation. Be open. Be kind. Bring food. Then run the vacuum and wipe down the kitchen counters after putting the leftovers away in the fridge.”

Grace is a Key to Surviving: “I think grace, in part, is what allows survivors to bring meaning to our stories. It’s available to all of us—moments of awakening. Without meaning, you may survive, but you will never inspire. And without meaning, you cannot ultimately thrive. Finding meaning in our lives is a way to dispel darkness and break through the barriers that imprison us.”

On Heroism and Being a Hero: “We don’t always have to look for larger-than-life heroes. We can be heroes for each other. We are just ordinary folk wanting to endure and live life well, even during the rough patches. But we can all benefit from role models who not only overcome adversity, but find the wherewithal to give back and serve the broader community. This is how we complete the cycle of survivorship, transforming our tragedy and blessing others in the process.”

Heroes Don’t Call Themselves Heroes: “None of the survivors interviewed in this book would call themselves heroes, or particularly courageous, for that matter. They simply did what they had to do.”

Thrivers Are All Around Us: “Thrivers are all around us, not distant in history or geography. They are most often applied optimists. Pessimists can also thrive, but they have to work a bit harder to push through their tendency toward negativity. Similarly, introverts sometimes find it harder to thrive than extroverts, given the need to reach out for support during and after a crisis. The key is to know yourself so you can work with or compensate for your natural tendencies.”

Final Words On The Five Steps: “The Five Steps on our survivor journey offer a way not just to recover, not just to survive, but to thrive. Step by step, we find power to convert our dates—the days that change us—to become more than we were before the illness or the accident. We understand survivorship is anything but linear: it’s a process that involves three steps forward, a flashback or two, and then a leap ahead. Each of us is a mixed breed of survivor and victim. Some days we can exhibit healthy survivor behavior and then reveal less attractive victim behavior the next. No one is perfectly resilient or consistent. But we progress, day by day, step by step, if we want.”

About Survivor Corps

Around the globe, people are inflicting harm on one another on an alarming scale with alarming ease. There were approximately 250 wars throughout the 20th century. Today, there are more than 39 conflicts raging in the world –from armed conflicts in Latin America to the wars in Iraq and Afghanistan to genocide in Darfur.

More than 35 million people have been displaced from these conflicts—innocent people who have been robbed of their dignity, their homes and their livelihoods. With no hope or tools to rise above their circumstances, far too many victims lash out, seeking revenge for their plight and perpetuating the cycle of violence and suffering. Something has to be done to break this downward spiral.

Survivor Corps operates under the credo that no one is better equipped to change the world than those who have been most scarred by what’s wrong with it. There is a way to break the cycle of violence, and it begins with showing survivors a new, more hopeful way forward.

What is the Survivor Corps philosophy? No one is better equipped to change the world than those most scarred by what’s wrong with it.

Whom does Survivor Corps you serve? We serve people who have been injured by global conflict, primarily through training and support of the organizations that serve conflict survivors at the local level.

Where does Survivor Corps work? Wherever communities are experiencing or recovering from conflict – currently in over 50 countries.

Why should I support Survivor Corps? We have a ten-year track record of results, improving health, creating economic opportunity, and changing laws & policies for survivors of conflict.

How does Survivor Corp work? We work across the spectrum of issues and organizations that affect the lives of survivors.

Can Survivor Corps really solve this problem? Yes. We believe that by showing survivors a new, more hopeful way forward, we can help break the cycle of violence.

Survivor Corps provides the tools and support survivors need to rise above their injuries and give back to their communities. Learn more at http://www.survivorcorps.org

For more information about Survivor Corps, visit: http://survivorcorps.smnr.us

Contacts

For Press Inquiries:
Contact Daniel Krueger at dkrueger@survivorcorps.org

For More Information:
Contact Elizabeth Miner
eminer@landminesurvivors.org
202-250-3929
2100 M St. NW, Suite 302
Washington, DC 20037

	Download Jerry White’s Headshot
	Download the I Will Not Be Broken Book Cover
	Download the Introduction to I Will Not Be Broken Download Chapter 1 of I Will Not Be Broken Download Intro & Chap 1 of I Will Not Be Broken
	Download the Survivor Corps Logo (525 x 652 px) Download the Survivor Corps Logo (222 x 275 px)

Additional Resources

Buy I Will Not Be Broken on Amazon.com

Buy I Will Not Be Broken from Barnes & Noble

Watch Jerry White on Landmine Accident

Join the I Will Not Be Broken Official Facebook Group

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Survivor Corps | landmines | war | cluster munitions | assistance for war veterans | Jerry White | I Will Not Be Broken

Flugpo Sponsors Development of My Data is My Data

Counters Growing Concern about the Privacy Rights of Social Network Users

News Facts

• In response to the growing concerns that social network site user’s have had over privacy, growing social network, Flugpo, has sponsored the development of a plug-in to help counteract the collection and sale of personal information. This plug-in will be available through MyDataIsMyData.org

• MyDataIsMyData.org has created this free plug-in: a toolbar that will allow users several different options to monitor and delete Cookies, offline content and track visits to Facebook Beacon collaborator companies. Once downloaded, this toolbar allows a user to decide how often he or she would like certain Cookies deleted. The user can choose to delete Facebook cookies, Facebook Beacon collaborator companies’ cookies, both, all cookies, or none.

• Selling private information for profit unbeknownst to the user’s is an abuse of their trust and MyDataIsMyData.org hopes to empower these user’s by allowing them to control the amount of personal information that they make visible.

• MyDataIsMyData.org was created as a direct response to the Facebook Beacon uproar which broached many privacy concerns for users of social network sites. With this plug-in, MyDataIsMyData.org is hoping to empower the concerned social network site user by allowing them to control the amount of private information that can be seen by these sites and to stop the sale of his or her personal information.

About the Facebook Beacon

The Facebook Beacon refers to Facebook’s agreements with popular online retailers to facilitate the use of Facebook user’s information. When a Facebook user purchased something with one of the participating online retailers a message would be sent to the user’s “friends” on Facebook notifying them of the his or her endorsement of the retailer.

Facebook Beacon was meant to be optional; a buyer/Facebook user could choose to opt out of letting their friends know about their last purchase. However, several instances have emerged in which personal information from the Facebook Beacon network was sent to the user’s friends without his or her approval. This is just one example of many ways in which social network sites have been working to monetize their user’s experience.

About Flugpo

Flugpo was developed to be a place where people can go to make friends, share photos, network professionally, share ideas, buy and sell items & list and locate jobs. As an online resource for everyday people, Flugpo creates opportunities for businesses to promote their services. Aside from the professional aspect, Flugpo is a great community for people to make new friends, share common interests and reach out to like-minded individuals and discuss current topics, review top movies and share stories.

Flugpo is often referred to as “Myspace meets Craigslist” by their staff and members. Created in the 2007, Flugpo takes an interesting approach to classified listings by eliminating the anonymity features found with Craigslist and allowing the members to connect with one another. “The classifeds, as the world knows them now has no community, said David Metz, founder of Flugpo. Each classified posting is linked to the profile of the member posting the ad. Given the current landscape of Internet safety, Flugpo is quick to address safety concerns by connecting all classified listings with a “face and name.”

Contacts

For Press and PR Inquiries

Contact Dani Sevilla, Media and PR Strategist at dani@mydataismydata.us

For More Information About Flugpo

Visit http://www.flugpo.com or email David Metz, CEO at davidmetz@flugpo.com

Multimedia Elements

Download the Flugpo Logo

Download the My Data is My Data Logo (400 pixels)

Download a Screenshot of the Plug-In

Additional Resources

The My Data is My Data Group on Facebook

Information about My Data is My Data on the Flugpo Forums

The My Data is My Data Group on Flugpo

Social Media

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Beacon | Facebook | Facebook Beacon | MDiMD | My Data is My Data | MyDataIsMyData.org | privacy | privacy advocates | privacy protection