How blogger outreach differs from media relations

This is a cross-post from my company blog.

Blogger outreach is serious business. But it is also hard work. If you underestimate the level of research and personalization needed to do it well, you will fail. Okay, maybe you won't fail, but you will limit the level of success that could potentially be obtained with a thoughtful, smart and engaging strategy that is not about you as much as it is the individual blogger and his or her audience.

The term "blogger outreach" is being thrown...