Marc Roisin - PR, Bloggers, Publishers - an example of what could work

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As part of the seminar discussing cooperation between PR agencies, publishers and wine bloggers, Marc Roisin discusses an idea for the #Winelover community to publish on Vinogusto.

As part of the seminar discussing cooperation between PR agencies, publishers and wine bloggers, Marc Roisin discusses an idea for the #Winelover community to publish on Vinogusto.

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  • 1. PR, bloggers and publishers : any win-win-win business model ? 18-19 January 2014
  • 2. Let’s explore some opportunities – Assumptions – Doesn’t apply for everybody – Based on personal experience – Let’s say everything is possible
  • 3. PR Blogs Publishers
  • 4. PR of wineries or wine regions –Communication supports sales – Target new generation of consumers – Reach matters – Some already work with bloggers but not easy to identify the « right » ones
  • 5. Blogs about wine, food, lifestyle… – Content creators publishing via blogs – Some do it by passion and don’t worry about audience or revenue – Some have other motivations – Many blogs have a limited audience – Often work alone
  • 6. Publishers - Paper media are having a hard time Online or paper going online Revenue Audience Content
  • 7. Simplified « as is » - PR invite bloggers and gain a few blog posts and/or social media shares - Bloggers don’t complain about monetisation or credibily anymore - Publishers stuggle to find content
  • 8. Simplified « as is » case 1 PR invites bloggers Content posted on personal blogs and social media accounts Limited blog post views & social media « likes »
  • 9. Simplified « as is » case 2 PR invites bloggers Content posted on publisher blogs and social media accounts More Blog post views & social media « likes » Publisher Website hosting personal blogs
  • 10. Potential « to be» PR invites bloggers with proven audience Trusted association of bloggers Content posted on publisher blogs and social media accounts Publisher Website with guest bloggers Significant amount of post views & social media « likes » Metrics : views, time spent, reactions, shares, …
  • 11. Want to test it ? - PR ? Wineries & wine regions ? - Bloggers ? #winelover ? - Publishers ? Vinogusto ?