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Bd11 a lingeris[1] Presentation Transcript

  • 1. 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
  • 2. 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
  • 3. But..
    Let’s Make it Better!
    Provide insight into process and challenges of the PR Pros & Corporate culture
  • 4. What’s Behind theCorporate/ PR Curtain?
    ?
  • 5. 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?
  • 6. Let’s Take a Peek…
    • Budget
    • 7. Planning process/timing
    • 8. My brand(s)
    • 9. Value
    • 10. Quality
    • 11. Reach
    • 12. Resources
    • 13. LEGAL
    • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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?
  • 18. Key Takeaways
    Remember to:
    • Same thing you ask of us…we ask of you.
    • 19. Know who you are contacting
    • 20. Give them a reason to believe
    • 21. Attempt to understand their business
    • 22. Cultivate a relationship
    • 23. It’s a 2-way street
  • Questions?
  • 24. Thank You!
    Anna Lingeris
    Public Relations Manager
    The Hershey Company
    100 Crystal A Drive, Hershey, PA 17033
    alingeris@hersheys.com
    Office: 717-534-4874 Cell: 717-649-7214