PRSA-NCC Blogger Relations

Influencer Relations Tips October 16, 2008

There’s No Market for Messages

Primary Issue for PR Pros Lies in Approach
Can’t force media relations model onto bloggers
General attitude of get rather than give is antithetical to communities
Bloggers are often part of subject specific communities
Influencers can be powerful on social networks, but not have blogs
They can be part of two or three communities (cross-pollination)
Spam, press releases, blanket approaches don’t work

The Similarities
People
Write, talk, and/or shoot video
Have readers/viewers
Trusted
Relationships mean more
Some blogs are actually electronic publications – GigaOm, TechCrunch, Huffington

The Differences
Journalist
Paid to write content
Has a masthead w/ an editorial mission
Needs sources
Supposedly adheres to journalistic standards
Has an editor
And a publisher
And advertisers
Blogger
Unpaid
Writes to topic – or not
Writes for self, or to build business
May or may not want sources
Adheres to personal standards
Does not need PR

New Media Requires New Approach
Social implies interaction… Think relationships
Networking skills supersede messaging
Long term harvest versus short term gain
Communities exist in more than one place
Identify all influencers, and focus on them
Example: Ike Pigott, A-List in PR? No. Influencer? Oh yeah!

Influence As Pictured by Simon Collister

The Tipping Point

Leveraging Social Relationships
Start by providing value… What’s the so what for this person? What are you giving them that matters?
Unconventional pitching: Twitter, social networks, micro pitches: NO PRESS RELEASES
The phone still works
Be one of their community members
Blog
Socnet

Smart Campaign Ideas
Advisory councils
Use your social media tools!
Interview them
Cross-link
Feature one of their posts
Sample the wares
Feedback/focus groups

Additional Reading
Five unorthodox ways to pitch bloggers: http://tinyurl.com/6s7muf
Podcast on the current state of blogger relations: http://tinyurl.com/68tdum
Thoughts on pitching bloggers http://tinyurl.com/6pq7ft

PRSA-NCC Blogger Relations

by Geoff Livingston on Oct 17, 2008

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PRSA-NCC Blogger Relations — Presentation Transcript

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