Presented by:

Julie Meyers Pron: Just-Precious.com, JustCentsible.com, TheBloggersBookClub.com

Shannon Ott: PhillyBurbMoms.com, SuburbanSocialMedia.com

Kelly Whalen: TheCentsibleLife.com, JustCentsible.com

Public Relations 101

Public Relations for Bloggers

Presented by Julie Meyers PronJust-Precious.comJustCentsible.com

TheBloggersBookClub.com@justprecious

What is Public Relations?

• Public Relations (or PR) is a field concerned with maintaining public image for high-profile people, commercial businesses and organizations, non-profit associations or programs. -Wikipedia.com

• Used to build rapport, influence, announce and connect with community

• Generally free or a reduced cost

Ummm… there’s this thing? Its called the World Wide Web

PR 1.0•Vertical Relations

•Outstanding releases with upstanding eloquence

•Little Feedback, Little Conversation

PR 2.0

•Viral Relations

•Authenticity and truth

•24/7 conversation, unexpected feedback

Marketing

PR•Job is to get free publicity

Advertising•Job is to locate and pay for ad space

What’s a Media Kit?

• Package of information sent to the Media on behalf of a company from Public Relations to announce an event, product, activity or something relevant to the company

• Purpose is to present to media who a company is, what company does, and why media should care

• Bloggers, as media, accept Media Kits as fodder

What’s an Ad Card/Blog Package?

Includes:• Advertising Rates• Statistics• Demographics• Blogger Reach• Proposals

What PR Professionals Really Want From Bloggers

• Replies• Honesty• Proposals with clear, precise plans• Relevance: Your blog should relate to

their needs• True understanding of your own blog: – Elevator pitch– Sum it up in less than 10 words

Characteristics of a PR Friendly Blogger

Recognizes the difference between PR and AdvertisingRecognizes the difference between PR and Advertising

Respects the limits of a Public Relations ProfessionalRespects the limits of a Public Relations Professional

Responds to pitches, briefly is fineResponds to pitches, briefly is fine

Makes relevant pitches that help both the blogger and the agentMakes relevant pitches that help both the blogger and the agent

Has a strong following of other influencers & a rapport with her audience

Has a strong following of other influencers & a rapport with her audience

Is influential, and recognizes her areas of influenceIs influential, and recognizes her areas of influence

Engages consistently in social media and has a clear understanding of acceptable standards

Engages consistently in social media and has a clear understanding of acceptable standards

Shannon Ott, Co-Ownerwww.phillyburbmoms.com

@PhilaburbanMom

Engaging with PRProfessionals

“Think Globally, Act Locally”-Sarah Pinnix (@RealLifeSarah) via Twitter

• Recognize your influence and be able to articulate that influence• Move beyond the stats and define

influence in terms like engagement• A smaller, engaged audience is preferred

to a larger one in the local/regional space

Working with PR from local/regional perspective

“Think Globally, Act Locally”

-Sarah Pinnix (@RealLifeSarah) via Twitter

• Harness the power of the “everymom”

• Network, Network, Network• www.phillysocialmediamoms.com• Partnerships/Collaborations

Working with PR from local/regional perspective

(cont)

•Engaging PR Professionals for Local/Regional events

• Brand-sponsored Events• Important for nationally and locally

focused blogs

• Personal Brand Event• Seeking national and regional

sponsorships• Focus on reach, charity involvement, brand

message tie-ins, etc.

“Think Globally, Act Locally”-Sarah Pinnix (@RealLifeSarah) via Twitter

• In addition to PR, don’t forget about the smaller, local companies that do not have official PR representation.

• Reach beyond just the advertising placement (although that is very important!)

» Build relationships» Help build social media plans for them» Work on ambassador programs» Be a voice

More on Connecting with Local Companies

PR & Monetization

Kelly WhalenTheCentsibleLife.com

JustCentsible.com

@CentsibleLife

Monetization Basics

• Set up an advertising page, and make a rate sheet or media kit which includes stats & advertising rates.

• Approach companies you want to work with, small businesses, local businesses, or set up CPM ads (IE Google).

Know your value

• Your blog is work-whether it's paid or not.

• Know what you want to get out of your work.

• Keeping in mind what your blog is, and your audience will inform every decision you make about earning money.

PR Etiquette

• Always respond with an email to PR pitches.

• If you agree to something, make sure you follow through. If you can not fulfill your obligation email the PR person.

• Remember not every contact has funding-many can only offer information and product samples.

• Maintain relationships through followup emails,on twitter, Facebook and LinkedIn.

Thank You!