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Blogger Relations and PR: Debunking Myths, Discovering Reality

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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 ...

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.

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Blogger Relations and PR: Debunking Myths, Discovering Reality Blogger Relations and PR: Debunking Myths, Discovering Reality Presentation Transcript

  • Blogger Relations & PRDebunking Myths … Discovering Reality #COPRSA Heather Whaling heather@gebencommunication.com prtini.com twitter.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 tweetable tip: 89% of journs conduct research on blogs #COPRSA
  • 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 being marketed to; we just want to have a conversation.” -- Scott Monty
  • “At every one of my speeches,I say PR people are spammers. That gets everyones attention so I have an opportunity to explain what I mean … I get several hundred unsolicited press releases and PR pitches every week. Well over 99% of them are not targeted to me, instead they are sent to me because I am on various PR people’s lists …” -- David Meerman Scott
  • (history repeats itself) 2007
  • Photo credit
  • The Realities of Blogger Outreach
  • Myth #1:Pre-existing relationships• Develop personal relationships with bloggers before making the pitch• “Cold-pitching” is forbidden
  • 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 tweetable tip:With bloggers, solid pitches trump lukewarm relationships #COPRSA
  • Myth #2: Bloggers = Media Photo credit
  • 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 the same tweetable tip: Blogs aren’t newspapers. Treat content creators differently #COPRSA
  • Myth #3:Pay-to-Play, Swag & Ads Photo credit
  • Reality: Ethics, FTC Say “No Payola” • FTC requires disclosure from bloggers who receive cash or in-kind payments • Fake reviews do a disservice to a blogger’s community • Understand the difference between editorial, promotion, news, community access/integration tweetable tip:When pitching bloggers, know the difference btwn editorial,promotion, news & cmty access #COPRSA
  • “We believe we should be fairly compensated for promotional work, for providing 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?) tweetable tip:5 Cs of blogger outreach: Cultivation, Collaboration, Content,Community & Communication #CORPSA
  • Bad Blogger RelationsMatrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
  • Good Blogger RelationsMatrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
  • Heather Whaling www.GebenCommunication.com heather@gebencommunication.com @prTini for slides & resources: bit.ly/COPRSA subscribe to my blog: bit.ly/prTiniCollaboration. Integration. Social Good.