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So You Want a Revolution??A Peek Behind the Curtain of PR/Blogger Relations PR Anna Lingeris @ahhnalin Public Relations Manager The Hershey Company Panel: Kelly Olexa @kellyolexa Dina Freeman@babycenter
First… YOU ARE INCREDIBLY VALUABLE! “Online influencers” (a.k.a. bloggers) are an ESSENTIAL part of Public Relations and Consumer Engagement Almost 100% of all campaigns involve YOU! Without You– companies and PR Pros could not do their jobs
But.. Let’s Make it Better! Provide insight into process and challenges of the PR Pros & Corporate culture
Current Situation: Evolving Rapid growth Experimental New frontier First – The Current Situation However… Communication challenges Confusion Lack of knowledge No consistency SO WHAT’S BEHIND THE CORPORATE/PR CURTAIN?
Let’s Take a Peek…
Approvals & MORE Approvals
It’s a 2-way Street… PR: Clear objectives Upfront about budget parameters Open to opportunities Bloggers: Establish relationships Present NEW & UNIQUE opportunities Be Patient Be Realistic Be Professional BOTH OF US NEED: TRUST
PR 101 A Successful “Pitch” Things to Include: Who are you? Why are you interested in working together? What sparked your interest? What is unique and differentiated about you vs. others? LET YOUR PERSONALITY SHINE! SHORT AND CONCISE FOLLOW UP
Let’s take a look at some examples… “My 5 year old daughter and her 6 year old twin sisters love Hershey's and have their "own" blog. They would love to host a Hershey's review andgiveaway if you work with bloggers, and I would love to write about your products. If you could use Elisabeth, Milena, and Olivia's expertise, please let me know! Most Sincerely,-Samantha I have a vegan blog, called "Chocolate-Covered Katie" and I would LOVE totry your 100% baking chocolate. Only problem is I can't find it. I knowit's a long shot, but is there any chance you'd consider sending me somesamples?My blog gets about 7,000 daily visitors, so it could be good publicity.Thanks either way!-Katiewww.chocolatecoveredkatie.com GOOD I write a food blog and recently posted a muffin recipe which included your cinnamon chips. Unfortunately, several of my readers (in different parts of the country) mentioned they were unable to locate this product. I was wondering if you'd be interested in sending me some packages so I can host a giveaway, with the appropriate links and such, of course. Look forward to hearing back! Cheers, Amy
Let’s take a look at some examples… I just wanted to email you and let you know I would love to review one of your products on my blog at XXXX I have heard of your products and would love to feature them on my blog. I have a large audience of moms who would love your products too. If you are interested in getting one of your products reviewed on my site, below is my information: I am hosting a "Boys Birthday Bash" Blog Party in honor of my son's 4th birthday. I am looking for sponsors forreviews and/or giveaways for this event. It will be promoted on 2 other blogs as well as Facebook and Twitter. I look forward to working with you. “Not-So-Good” Consumer called and wanted to know if Hershey would like to be featured or participate in her Daily Blog. Consumer stated that the blog will be about baking for family and creating a life experience for family. Consumer hassome additional information and needs to be contacted back ASAP. Consumer'sdeadline 11-18-2011. Can you please send a sample for review for our Peace List?
Key Takeaways Remember to:
Same thing you ask of us…we ask of you.
Know who you are contacting
Give them a reason to believe
Attempt to understand their business
Cultivate a relationship
It’s a 2-way street
Thank You! Anna Lingeris Public Relations Manager The Hershey Company 100 Crystal A Drive, Hershey, PA 17033 firstname.lastname@example.org Office: 717-534-4874 Cell: 717-649-7214