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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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  • 1. Blogger Relations & PRDebunking Myths … Discovering Reality #COPRSA Heather Whaling heather@gebencommunication.com prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling
  • 2. 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
  • 3. The Good,The Bad,The Ugly.
  • 4. “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
  • 5. “The bottom line is, we’re tired of being marketed to; we just want to have a conversation.” -- Scott Monty
  • 6. “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
  • 7. (history repeats itself) 2007
  • 8. Photo credit
  • 9. The Realities of Blogger Outreach
  • 10. Myth #1:Pre-existing relationships• Develop personal relationships with bloggers before making the pitch• “Cold-pitching” is forbidden
  • 11. 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
  • 12. Myth #2: Bloggers = Media Photo credit
  • 13. 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
  • 14. Myth #3:Pay-to-Play, Swag & Ads Photo credit
  • 15. 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
  • 16. “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”
  • 17. Myth #4: Content is King
  • 18. 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
  • 19. Bad Blogger RelationsMatrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
  • 20. Good Blogger RelationsMatrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
  • 21. 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.