INTRODUCTION
Like pitching traditional media outlets, there are some nuances to pitching food bloggers to cover your product, restaurant or gadget. Gone are the days when food bloggers were surprised that a brand would reach out to them, and they did anything you wanted.
Now, food bloggers are in media databases like Cision to which PR practitioners subscribe. They have high readership levels, subscribers and/or followers. Unfortunately, too many are charging for reviews, and we will ignore them for the purpose of this guide.
To increase your chances of a positive experience and perhaps an ongoing relationship, here are some do’s and don’ts when pitching to food bloggers. (I have experience on both ends, as I also am a food blogger.)
DO …
- Personalize your outreach. Take the time to research the blogger’s niche and style. Have they covered a similar product in the past? Do they seem willing to go on-location or attend an event? Tailor your pitch to align with their content and audience.
- Be clear about expectations. You are welcome to offer samples, a review copy, an invitation to an event, etc., but make sure you state that there are no expectations about a review. If you’re providing freebies or payment, ensure the blogger complies with FTC guidelines on disclosure.
- Offer images, videos, fact sheets, etc. Food bloggers will often take their own photos and images, but it doesn’t hurt to offer some options for them. Fact sheets help the blogger save time and incorporate key information/talking points that you want to see in their review. Also, make sure to explain when the product is expected to be available to the public, how much it costs and where it can be purchased.
- Follow up. As with any pitch, if you don’t hear from the recipient after a week or so, a polite follow-up email or direct message is acceptable. Also, if the food blogger agrees to do the review, you should ask them when they intend to publish it.
DON’T …
- Send mass emails. Avoid sending generic, copy-paste emails to multiple bloggers. This is a “spray-and-pray” approach, and it won’t necessarily help you gain more coverage.
- Send mass follow-up emails. It makes you look bad when you send a follow-up pitch to bloggers who have already agreed to do the review or have already published their review.
- Take forever to send your samples. While your client or manufacturer may be the one who controls product availability, you need to ensure that you can get samples to food bloggers within 2-4 weeks of them agreeing to a review. Some of the bloggers have their own editorial calendars and don’t want to have holds while they wait for the samples. Or worse yet, the food bloggers could lose interest in covering your product after a lengthy wait.