I am always amazed to see how many brands and organizations have not adapted to the new reality of Web communication. Brands and organizations spent a lot of money on marketing and advertising. Yet they fail at the cheapest and probably the most efficient promotion tool: the words of their fans.
If a blogger decided, on their own initiative, to write about one of your products or your event, chances are that they give you free publicity that their readers will trust because it is their honest opinion. People prefer to write about what they like than what they do not like. So why are you making it difficult for bloggers to write about your stuff?
I go through my checklist before writing a story. The first thing on that list is the availability of great pictures. If they are none, I moved to the next story. This is because pictures sell a story.
Asking people to fill a form and wait for your staff to send me a password to access your media kit is so passé. Blogging is about what is hot today. What is hot today is what caught my attention at that instant. If I cannot find the material right away to write my story, I will pass to the next story. They are no shortage of good topics when you know how to research and have imagination.
As a blogger, I want direct access to promotional pictures that are at least 500 pixels in width (80% jpg or png-24). Simply protect your content under a non-commercial Creative Commons license and request that bloggers clearly give you credit and put a link to you (the source). If more people knows about what you are doing, you will be more successful. At the end, we all win.
By the way, the free Trend Briefings produced by Trendwatching.com is a must read. I am one of their 160,000+ business professionals in more than 180 countries who is looking for it every month.