Since my exit from PR, I've been getting a couple of invites to blogger/media events organised by PR agencies for their clients. Being on the "other side" has made me think about the effectiveness of reaching out to bloggers. I'm beginning to realise, at least in Singapore's technology industry, that it's always the same few bloggers who get invited to the events. It's definitely fun in the beginning, but unlike media, bloggers do not have the obligation or need to "fill a page" or "file a story" like journalists. Because of this, the fun wears off when a blogger realises that he/she didn't really fancy the product that was launched and the outreach is wasted. My advice is that PR agencies need to move one step up and not just invite bloggers for the sake of getting an online clip, but invite those who are truly interested. For example, I posted a simple post on the Ruckus Wireless’ MetroFlex DZ way back and within a month, I was contacted by the local distributor here to ask if I wanted to try it out for myself. I said yes. And ended up making a video of it with Kevin. The key here is having a conversation with an interested party instead of inviting the random blogger to every new product launch. It would definitely be more worthwhile if it was more targeted. If a blogger uses an iPhone, Apple should talk to him/her. If they use Sony Cyber-shot cameras, Sony should invite them to the events, give them media discounts, etc. This way brands can build ambassadors while achieving PR goals. That approach is obviously more time consuming, but it is definitely more rewarding. My guess is that it isn't being done well in Singapore. A good example on my blog is despite my two most popular posts of all time being about my Samsung i780, Samsung's PR agency has not even tried to make contact. In this world of search and links, it really isn't about the overall rank of the blog that matters, but what visitors are going there for. I dare say that the thousands of visitors to my Samsung i780 posts easily beats and definitely influences stronger than other blogs with better overall readership.