Gone are the days when journalists were the only editorial contacts on your media list.
Today, media lists encompass not only editors, reporters, anchors and on-air personalities, but bloggers and online influencers who have cultivated loyal online followings around a specific genre. (For more information on the role of bloggers on a media list, click here.)
Although engaging online influencers is a goal of many companies and causes, it can be challenging to persuade key influencers to engage with your brand. Influencer engagement requires a balance of strategy and creativity, and one generally does not take the same approach with them as when pitching a reporter.
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Here are common missteps that prevent businesses and nonprofits from engaging their target influencers and cultivating them as devoted brand ambassadors: