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PRSA-NCC Blogger Relations

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Transcript

  • 1. Influencer Relations Tips October 16, 2008
  • 2. There’s No Market for Messages
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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!
  • 7. Influence As Pictured by Simon Collister
  • 8. The Tipping Point
  • 9. 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
  • 10. 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
  • 11. 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

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