Tag Archives: blogger relations

The Blogger Approachability Conundrum

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To me, bloggers are like pit bulls (I love pit bulls). Most of them are nice, loyal and even affectionate. But some really aggressive ones have given the whole species a bad name.

Because some bloggers have replied with grumpy emails or have even publicly criticized brands who try to approach them, many PR pros and marketers are stumped when it comes to choosing which bloggers to contact about potentially representing their brand. Continue reading

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Blogger Relations: Vicks Vapo Dad Event

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PR pros have accepted that Facebook and Twitter are necessities in the PR matrix of communications tools. Once you are on board with that, the next step is to understand that bloggers are also a tool that when used correctly can be a powerful vehicle for your brand and message. In the wake of disastrous blogger events such as the Marie Callender’s tasting dinner, blogger relations is important.

Bloggers need to be treated just as you would any prospective customer or reporter. Yes, there is debate and even a court ruling that bloggers are not journalists, but it is the manner you treat them that matters. Continue reading

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Reminder: The Importance of Research

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We’ve all been told since our first day in PR to make sure to do your research before pitching.

But how often is it overlooked for the sake of getting a pitch out before [insert deadline from supervisor]?

Case in point: The Bloggess vs. Brandlink Communications.

Jenny Lawson, aka “The Bloggess” posted about her receipt of an irrelevant pitch more than once, and replied with her standard response for pitches sent from people who clearly did not do their research. Continue reading

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Five Blogger Reactions to Review & Endorsement Compensation

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Last week, Nathan Burgess wrote about a very top-of-mind issue for PR professionals – blogger compensation. If you haven’t read that post yet, head over there first before diving into this one.

As Nathan notes in his article, it’s not uncommon now for bloggers to receive monetary compensation to review a product or service…in addition to getting to test out that product or service for an extended period of time.

But won’t compensation in the form of cold hard cash sway the blogger’s opinion of said product or service? And won’t that immediately move this review into the paid media versus earned media category? Can bloggers actually be unbiased when a company pays them to write about their product or service?

I reached out to a few bloggers I’ve connected with over the years to get their thoughts on the compensation topic, as well as working with PR pros to coordinate reviews. Here’s what they had to say: Continue reading

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Commentary: Blogger Compensation

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All opinions expressed herein, unless otherwise noted are my own.  They do not represent the opinion of other PRBC bloggers, affiliates, etc. – NB

Payments to bloggers are one of the many “Blogger” issues that has been coming for some time and last week came to a head around “Mommy Bloggers” at the evo ‘11 conference when conference sponsor, Aveda, through their Director of Global Communications, Evan Miller, clarified their position on engaging with bloggers.  Since I wasn’t at evo and didn’t want to misphrase or mischaracterize anything coming from Aveda, Mr. Miller clarified by email.  In short:

Since Aveda began working with bloggers in a PR capacity it has abstained from compensating them with cash payments. Aveda has offered bloggers compensation in the form of Aveda.com gift cards, product and salon/spa services. Aveda’s Digital Marketing team has conducted, on occasion, more extensive campaigns with bloggers in which it has compensated via monetary payment.

Just to be completely clear, again – this was merely a restatement or clarification of Aveda’s position – not a new position, and not a change from old policy. Continue reading

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HOW TO: Effectively Pitch Bloggers

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USA, California, San Bernardino, baseball pitcher throwing pitch, outdoorsThis week, I’m presenting at a local conference on blogger relations, which has me thinking about what separates the “good” blogger relations from the bad.

We’ve all heard that relationships matter, right? But, it’s not always realistic to think we can build a solid relationship with every blogger (or traditional journalist, for that matter) before the pitch. Especially if you work in an agency environment, with clients in multiple industries.

So, what’s the secret to effective blogger outreach?

Not too long ago, a blogger emailed this to me after receiving my pitch:

I really appreciate you taking the time to know a little bit about me before you emailed me. You have no idea what a difference that personalization makes. Or, maybe you do. But in case you don’t hear it enough, good job!

Personalization. You’ll notice this is the beginning of a theme . . . Continue reading

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The Fallacy of “Blogger Relations”

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Male against financial journalsI’ve never really had a problem being a little unconventional with my thinking, so I’m going to go ahead and say what some in the PR business may consider blasphemy: To me, the term “blogger relations” is a bunch of BS.

It’s not that I have a problem with actually reaching out to and effectively working with bloggers. I am completely for that, and embrace those types of relationships each day with my work. My problem stems from the fact that those of us in PR have even had to take the time to create a new term for the type of relationships and media outreach we should have been doing all along with EVERY type of media, not just bloggers. Continue reading

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