The fine art of blogger relations

Microsoft today communicates a report from European Interactive Advertising Association (EIAA) about how social networks, blogs and video sites are the driving forces behind the next generation of internet usage. How is this promoted? Through an old fashioned press release. It is of course possible that this story is also communicated through other channels, but no blogs are linking to this press release yet (search via Technorati and Knuff). Stories like this one should of course be given to bloggers like me (and not via a press release please). Instead, I have to settle for press releases with headlines like these:

DHL sees advantages with a differentiated kilometre tax for heavy vehicles
DHL ser fördelar med en differentierad kilometerskatt för tunga fordon

Healthy fast food ready for break through
Nyttig fast food står inför genombrott

Unity for freedom
Enighet för frihet

World leader in HR in new co-operation with Jönköpings Södra
Världsetta inom HR i nytt samarbete med Jönköpings Södra

Star Wars robot in your own living room
Star Wars-robot i ditt eget vardagsrum

Kläppen attracts sun worshipers and people celebrating Easter
Kläppen lockar soldyrkare och påskfirare

I can go on and on with mindnumbingly boring press releases about topics that have absolutely nothing to do with what I am blogging about. It is quite obvious that Swedish PR professionals have a lot to learn about blogger relations. Contact me if you want a crash course 🙂

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