PR and Blogging from Bloggy Boot Camp

Presented by:
Julie Meyers Pron :
Just-Precious.com, JustCentsible.com, TheBloggersBookClub.com
Shannon Ott :
PhillyBurbMoms.com, SuburbanSocialMedia.com
Kelly Whalen :
TheCentsibleLife.com, JustCentsible.com
Public Relations 101

Public Relations for Bloggers
Presented by Julie Meyers Pron
Just-Precious.com JustCentsible.com TheBloggersBookClub.com @justprecious

What is Public Relations?
Public Relations (or PR ) is a field concerned with maintaining public image for high-profile people, commercial businesses and organizations, non-profit associations or programs. -Wikipedia.com
Used to build rapport, influence, announce and connect with community
Generally free or a reduced cost

Ummm… there’s this thing? Its called the World Wide Web
PR 1.0
Vertical Relations
Outstanding releases with upstanding eloquence
Little Feedback, Little Conversation
PR 2.0
Viral Relations
Authenticity and truth
24/7 conversation, unexpected feedback

Marketing
PR
Job is to get free publicity
Advertising
Job is to locate and pay for ad space

What’s a Media Kit?
Package of information sent to the Media on behalf of a company from Public Relations to announce an event, product, activity or something relevant to the company
Purpose is to present to media who a company is, what company does, and why media should care
Bloggers, as media, accept Media Kits as fodder

What’s an Ad Card/Blog Package?
Includes:
Advertising Rates
Statistics
Demographics
Blogger Reach
Proposals

What PR Professionals Really Want From Bloggers
Replies
Honesty
Proposals with clear, precise plans
Relevance: Your blog should relate to their needs
True understanding of your own blog:
Elevator pitch
Sum it up in less than 10 words

Characteristics of a PR Friendly Blogger PR Friendly Blogger Recognizes the difference between PR and Advertising Respects the limits of a Public Relations Professional Responds to pitches, briefly is fine Makes relevant pitches that help both the blogger and the agent Has a strong following of other influencers & a rapport with her audience Is influential, and recognizes her areas of influence Engages consistently in social media and has a clear understanding of acceptable standards

Shannon Ott, Co-Owner
www.phillyburbmoms.com
@PhilaburbanMom
Engaging with PR Professionals

“ Think Globally, Act Locally” -Sarah Pinnix (@RealLifeSarah) via Twitter
Recognize your influence and be able to articulate that influence
Move beyond the stats and define influence in terms like engagement
A smaller, engaged audience is preferred to a larger one in the local/regional space
Working with PR from local/regional perspective

“ Think Globally, Act Locally” - Sarah Pinnix (@RealLifeSarah) via Twitter
Harness the power of the “everymom”
Network, Network, Network
www.phillysocialmediamoms.com
Partnerships/Collaborations
Working with PR from local/regional perspective (cont)

Engaging PR Professionals for Local/Regional events
Brand-sponsored Events
Important for nationally and locally focused blogs
Personal Brand Event
Seeking national and regional sponsorships
Focus on reach, charity involvement, brand message tie-ins, etc.

“ Think Globally, Act Locally” -Sarah Pinnix (@RealLifeSarah) via Twitter
In addition to PR, don’t forget about the smaller, local companies that do not have official PR representation.
Reach beyond just the advertising placement (although that is very important!)
Build relationships
Help build social media plans for them
Work on ambassador programs
Be a voice
More on Connecting with Local Companies

PR & Monetization
Kelly Whalen
TheCentsibleLife.com
JustCentsible.com
@CentsibleLife

Monetization Basics
Set up an advertising page, and make a rate sheet or media kit which includes stats & advertising rates.
Approach companies you want to work with, small businesses, local businesses, or set up CPM ads (IE Google).

Know your value
Your blog is work-whether it's paid or not.
Know what you want to get out of your work.
Keeping in mind what your blog is, and your audience will inform every decision you make about earning money.

PR Etiquette
Always respond with an email to PR pitches.
If you agree to something, make sure you follow through. If you can not fulfill your obligation email the PR person.
Remember not every contact has funding-many can only offer information and product samples.
Maintain relationships through followup emails,on twitter, Facebook and LinkedIn.

Thank You!

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PR and Blogging from Bloggy Boot Camp

by Kelly Whalen on Sep 22, 2010

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PR and Blogging from Bloggy Boot Camp — Presentation Transcript