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While it’s absolutely essential that your client be exceptionally game, generous, and have desirable products, all the magic happens in the Inbox and the secret sauce of any successful blogger PR campaign is kindness.

When I have a client that needs something launched in a big way I go at it with guns-blazing.

A Blogger Outreach Case Study: How I Activated Hundreds of Bloggers for Mizuno Running A step-by-step walk through of a campaign that Sally Falkow and I did for Mizuno Running.

I thought I would talk a little bit about the tools of the trade — what we use to stoke excitement about our clients when we do blogger outreach and influencer engagement campaigns.

Take your social media influencers to breakfast, coffee, lunch, drinks, dinner, nightcap — you decide what’s appropriate.

Latest in a the series of thank yous to the bloggers and online influencers who have made Skinny and Company coconut oil's earned media influencer marketing campaign possible

Pitching all available bloggers simultaneously allows one to quickly — immediately — discern which bloggers are interesting in carrying the story and which aren’t, allowing my team to decommission all unsuccessful instances, releasing valuable resources, in favor of all instances that result in bona fide social media mentions.

I’ve been doing earned media blogger outreach as a profession since 2006 and a lot has changed. To be frank, there are a lot of bloggers with their hands out looking for pay to play these days that it can feel a little daunting.

The state of the union of blogger outreach is good for brands and agencies but great for the bloggers and online influencers

Target audience: Marketing professionals, PR pros, brand managers, SEO specialists, businesses.