blogger relations and pr: debunking myths, discovering reality
DESCRIPTION
Presentation by Heather Whaling, Geben Communications (PRtini) on the art of blogger relations. This presentation was given as the morning speech at a Central Ohio PRSA blogger relations event on Sept 19, 2010.TRANSCRIPT
Blogger Relations & PRDebunking Myths … Discovering Reality
#COPRSA
Heather [email protected]
prtini.comtwitter.com/prTini
linkedin.com/in/heatherwhaling
Why Blogger Relations?
• 77% of Internet users read blogs• 89% of journalists conduct research on
blogs• 72% of bloggers blog to share expertise• 61% of bloggers supplement their
income by blogging
89% of journs conduct research on blogs #COPRSA
tweetable tip:
The Good,The Bad,The Ugly.
“Blogger outreach has proliferated inthe last year as firms and clients … seethe value of exposing bloggers and theiraudiences to new campaigns andproducts …
As you might have guessed, the bigdogs … are getting solicited by agenciesagain and again and again and againand again and again.” -- Ogilvy PR
“The bottom line is, we’re tired of beingmarketed to; we just want to have a
conversation.”-- Scott Monty
“At every one of my speeches,I say PR people are spammers. That gets
everyone's attention so I have anopportunity to explain what I mean … Iget several hundred unsolicited pressreleases and PR pitches every week.
Well over 99% of them are not targetedto me, instead they are sent to me
because I am on various PR people’slists …”
-- David Meerman Scott
(history repeats itself)
2007
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The Realities of Blogger Outreach
Myth #1:Pre-existing relationships
• Develop personalrelationships withbloggers beforemaking the pitch
• “Cold-pitching” isforbidden
Reality: Be Smarter.
• Relationships help, but aren’t required.• A solid pitch trumps a lukewarm
relationship.• Personalization is the key to effective
blogger outreach.• Help bloggers cut through the clutter
With bloggers, solid pitches trump lukewarm relationships #COPRSA
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Myth #2: Bloggers = Media
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Reality:Blogger Relations = Media Relations
• Most bloggers:– Aren’t breaking news– Answer to communities, not editors– Haven’t graduated from journalism school– Don’t want your press releases
• Blogs aren’t newspapers or magazines,so don’t treat the content creators thesame
Blogs aren’t newspapers. Treat content creators differently #COPRSA
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Myth #3:Pay-to-Play, Swag & Ads
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Reality:Ethics, FTC Say “No Payola”
• FTC requires disclosure from bloggerswho receive cash or in-kind payments
• Fake reviews do a disservice to ablogger’s community
• Understand the difference betweeneditorial, promotion, news, communityaccess/integration
When pitching bloggers, know the difference btwn editorial,promotion, news & cmty access #COPRSA
tweetable tip:
“We believe we should be fairlycompensated for promotional work, forproviding material to be sold by a third
party, for sharing our knowledge tocompanies who will profit from that said
knowledge.”-- Independent Fashion Bloggers “Fair Compensation Manifesto”
Myth #4: Content is King
Reality: … Not So Fast
• 5 C’s of Blogger Relations:– Cultivation– Collaboration– Content– Community– Communication (what’s the ask?)
5 Cs of blogger outreach: Cultivation, Collaboration, Content,Community & Communication #CORPSA
tweetable tip:
Bad Blogger Relations
Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
Good Blogger Relations
Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
Heather [email protected]@prTini
for slides & resources:bit.ly/COPRSA
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Collaboration. Integration. Social Good.