More and more, Online Editorial Outreach (OEO) programs are being implemented as extensions of traditional media relations programs. In doing this, companies should leverage the opportunity to feature their websites as strategic resources for additional information. Still, the most valuable component of the OEO program, Link Love, is often the most neglected.

“Link love is posting a link to sites or blogs, usually unsolicited, that you enjoy, admire, or find useful.

Example: If you find blogossary.com useful, consider spreading some link love.” – Blogossary.com

The following are some tips to create online buzz and maximize direct-to-consumer, third-party advocacy – a.k.a. link love:

• If you’ve got it, flaunt it. If you’re launching a website, promoting a contest or sharing a YouTube video, make sure your link is front and centre.


• Keep it simple. Don’t bury key links in wordy e-mails. Inviting bloggers to click through your link for more information increases the likelihood they will ask the same of their readers.


• Offer value. Keep your note simple and messaging light. After all, your audience will see all of your key messages once they click through.


• Handle with care. Be prepared to see your pitch posted word-for-word, with credit given to you, your company and your client. With this in mind, don’t include anything in your pitch that you wouldn’t want to see online.


• Follow-up not required. If bloggers are interested, they will (1) post your news right away or (2) contact you for additional information. If a blogger is unresponsive, they’re not interested.