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It all starts with listening and reading.

The next step is to really think about why you should reach out.

Defining Blogger Relations

Blogger relations is about people, many of whom might be customers and peers.

Promote and Reach Bloggers Through Social Media

• Submit their posts/articles to social networks and news aggregators such as digg and reddit.
  
• Link to them.
  
• Comment before reaching out with meaningful content—participation is marketing.
  
• Leverage personal networks.

Use Social Tools

• There are alternative contact channels to email and forms (no spam or invasive tactics allowed).
  
• Use social networks such as Facebook, Yahoo Mash, LinkedIn, Plaxo Pulse.
  
• Use micromedia such as Twitter, jaiku, Tumblr, Utterz, Pownce

• Blogpulse reveals blogs and bloggers that have strong authority around relevant memes.
  
• Technorati allows you to discover blogs that cover certain key words.

• Concept: What's the compelling plan.
  
• Context: Why is it relevant to them.
  
• Consumption: Create a package that makes it easy for bloggers to write their story.
  
• Credibility: What makes you credible? Become the expert.
  
• Community: Join it, participate without expectations.
  
• Conversation: You are not invited to the conversation as a marketer. This is about people, so be articulate, responsive, honest, smart, and resourceful.