Working with special interest online communities can be very different from a traditional print/broadcast/online (PBO) journalist. They are often very close to the topic they write about and can be an even tougher critic than a traditional PBO journalist. Before fighting the good fight with every mom and pop blog out there, it’s important to really identify true key opinion leaders (KOL), or those with the most weight in that particular blogsphere.

A recent media trend is for producers and writers to work with these bloggers as lifestyle experts. Many bloggers, like the editor of www.allergymoms.com, have become spokepeople for their causes. AllergyMom, Gina Clowes has a child with a food allergy and has made it her mission to get the word out about severe allergies, becoming a mini self-promotion machine. She, like other bloggers, realizes the value of her experiences and presents herself, as an expert available for comment. Many bloggers are actually using traditional public relations tactics to self-promote, such as press releases and media alerts, while others are aligning with a non-profit in the field they cover.

Another great example of special interest blogger is SavvyMommy, Victoria Pericon. Her Web site(www.SavvyMommy.com) is a highly visited site featuring product review and savvy shopping tips for moms. Based out New York, this blogger has done a great deal of PR for herself. She has been featured on numerous national broadcast programs and interviewed for several national magazines and newspapers. Because of her efforts, we automatically targeted her as a parenting KOL because of her increased visibility. This blogger fully welcomed our pitches and offers for projects as it benefitted both our clients and her Web site.

Overall, the passion of parent and special interest bloggers is a benefit to any PR campaign, as long as relationships are targeted at KOL’s. Spending a ton of time on Joe’s Blog about cat food won’t get you the visibility or results you’re seeking.