Common Sense and Collaboration The Last Stumbling Block for PR Pros and Bloggers Danny Brown & Gini Dietrich
Why We’re Here <ul><ul><li>We’re bloggers </li></ul></ul><ul><ul><li>We’re PR pros </li></ul></ul><ul><ul><li>We’re consum...
Why You’re Here <ul><ul><li>You know things can be done better </li></ul></ul><ul><ul><li>You’re looking to understand blo...
We Said  No  Dominance… <ul><ul><li>(Okay, I’m outta here!) </li></ul></ul>
Is There Really a Problem? <ul><li>Bloggers and PR pros  work well together, no? </li></ul>
Bloggers and PR Pros Get Along Well With Each Other… <ul><ul><li>(yeah, right…) </li></ul></ul>
The Problem <ul><li>New media is YOU media…  but the middle ground is fuzzy </li></ul>
The Solution <ul><li>Can’t we all just get along? </li></ul>
Understand One Another
Understanding
Understanding Bloggers
Understanding Bloggers <ul><li>The Fifth Estate </li></ul>
Understanding Bloggers
Understanding PR
What To Do
What To Do
What To Do
Good, Bad, Craptastic
The Good
The Good
The Good
The Good
The Good
Why the Good Works
The Bad
The Bad
The Bad
Why the Bad Doesn’t Work
Not Just PR Pros…
Bloggers Need to Help PR Understand Too
Bloggers Aren’t Immune to Craptasticness
Bloggers Aren’t Immune to Craptasticness
Bloggers Need to Be Clear
Bloggers Need to Be Honest
Bloggers Need to Educate
Bloggers Need to Respect
The Blogger and  PR Pro Manifesto
Manifesto <ul><ul><li>Understand the blogger’s goal(s) </li></ul></ul>
Manifesto <ul><ul><li>Understand how PR reports to internal or external clients </li></ul></ul>
Manifesto <ul><ul><li>Research, research, oh and, research! </li></ul></ul>
Manifesto <ul><ul><li>Learn how to say “no” </li></ul></ul>
Manifesto <ul><ul><li>Spam sucks… and so do  mass emails </li></ul></ul>
Manifesto <ul><ul><li>PR doesn’t  control the story;  the writer does </li></ul></ul>
Manifesto <ul><ul><li>PR pros and bloggers,  alike, are passionate about their work </li></ul></ul>
Manifesto <ul><ul><li>Be yourself </li></ul></ul>
The Issue Is Simple
It’s Simple
So Why Are We Still Fighting?
Thanks!  <ul><ul><li>@DannyBrown  @GiniDietrich </li></ul></ul><ul><ul><li>DannyBrown.me   SpinSucks.com </li></ul></ul><u...
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BlogWorld Session - How PR and Bloggers Can Better Connect

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The slide presentation from Danny Brown and Gini Dietrich's session at BlogWorld New York, on how bloggers and PR can understand each other better.

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  • Bloggers and PR pros work well together, no? That’s why we’re all in the same place today.
  • PR doesn’t understand the blogosphere Bloggers don’t like being told what to do There are no clear guidelines New media is YOU media – but the middle ground is fuzzy
  • Understand each other Understand outreach Constant vigilance
  • Who are bloggers? Why does the PR industry need them? Why do bloggers need the PR industry?
  • Who are bloggers? - Today’s news source - Trusted resources - Consumer marketers - The Fifth Estate
  • Why does the PR industry need bloggers? - Your “in” to your client’s customers - Reach - Your best focus group - Crisis comms
  • Why do bloggers need the PR industry? - Peer respectability - Recognition - The “in” to brands and products
  • Understand blogger outreach Be fluid to each other’s needs Define the goals and approach Understand good and bad approachesUnderstand blogger outreach Be fluid to each other’s needs Define the goals and approach Understand good and bad approaches
  • Understand the blogger Personalize the pitch Open to suggestions Respect the audience
  • Mass mail approach Irrelevance Lack of research No encouragement for collaboration
  • PR doesn’t “owe you” You’re not the only kid on the block You don’t make your PR policy clear You don’t respect deadlines You ignore embargo requests You see only dollar signs You don’t understand clients don’t pay for play
  • Talk about Disclosure, and how bloggers need to both disclose and ask PR about disclosure
  • Clients need awareness and reach PR and bloggers offer both The blogger gains credibility The PR agency gains immediate audience Everybody wins
  • BlogWorld Session - How PR and Bloggers Can Better Connect

    1. 1. Common Sense and Collaboration The Last Stumbling Block for PR Pros and Bloggers Danny Brown & Gini Dietrich
    2. 2. Why We’re Here <ul><ul><li>We’re bloggers </li></ul></ul><ul><ul><li>We’re PR pros </li></ul></ul><ul><ul><li>We’re consumers </li></ul></ul><ul><ul><li>We’re vendors </li></ul></ul><ul><ul><li>Like you, we’re tired of the same old crap </li></ul></ul>
    3. 3. Why You’re Here <ul><ul><li>You know things can be done better </li></ul></ul><ul><ul><li>You’re looking to understand bloggers </li></ul></ul><ul><ul><li>You’re looking to relate better to PR pros </li></ul></ul><ul><ul><li>You know the best relationships are built on partnerships and not dominance </li></ul></ul>
    4. 4. We Said No Dominance… <ul><ul><li>(Okay, I’m outta here!) </li></ul></ul>
    5. 5. Is There Really a Problem? <ul><li>Bloggers and PR pros work well together, no? </li></ul>
    6. 6. Bloggers and PR Pros Get Along Well With Each Other… <ul><ul><li>(yeah, right…) </li></ul></ul>
    7. 7. The Problem <ul><li>New media is YOU media… but the middle ground is fuzzy </li></ul>
    8. 8. The Solution <ul><li>Can’t we all just get along? </li></ul>
    9. 9. Understand One Another
    10. 10. Understanding
    11. 11. Understanding Bloggers
    12. 12. Understanding Bloggers <ul><li>The Fifth Estate </li></ul>
    13. 13. Understanding Bloggers
    14. 14. Understanding PR
    15. 15. What To Do
    16. 16. What To Do
    17. 17. What To Do
    18. 18. Good, Bad, Craptastic
    19. 19. The Good
    20. 20. The Good
    21. 21. The Good
    22. 22. The Good
    23. 23. The Good
    24. 24. Why the Good Works
    25. 25. The Bad
    26. 26. The Bad
    27. 27. The Bad
    28. 28. Why the Bad Doesn’t Work
    29. 29. Not Just PR Pros…
    30. 30. Bloggers Need to Help PR Understand Too
    31. 31. Bloggers Aren’t Immune to Craptasticness
    32. 32. Bloggers Aren’t Immune to Craptasticness
    33. 33. Bloggers Need to Be Clear
    34. 34. Bloggers Need to Be Honest
    35. 35. Bloggers Need to Educate
    36. 36. Bloggers Need to Respect
    37. 37. The Blogger and PR Pro Manifesto
    38. 38. Manifesto <ul><ul><li>Understand the blogger’s goal(s) </li></ul></ul>
    39. 39. Manifesto <ul><ul><li>Understand how PR reports to internal or external clients </li></ul></ul>
    40. 40. Manifesto <ul><ul><li>Research, research, oh and, research! </li></ul></ul>
    41. 41. Manifesto <ul><ul><li>Learn how to say “no” </li></ul></ul>
    42. 42. Manifesto <ul><ul><li>Spam sucks… and so do mass emails </li></ul></ul>
    43. 43. Manifesto <ul><ul><li>PR doesn’t control the story; the writer does </li></ul></ul>
    44. 44. Manifesto <ul><ul><li>PR pros and bloggers, alike, are passionate about their work </li></ul></ul>
    45. 45. Manifesto <ul><ul><li>Be yourself </li></ul></ul>
    46. 46. The Issue Is Simple
    47. 47. It’s Simple
    48. 48. So Why Are We Still Fighting?
    49. 49. Thanks! <ul><ul><li>@DannyBrown @GiniDietrich </li></ul></ul><ul><ul><li>DannyBrown.me SpinSucks.com </li></ul></ul><ul><ul><li>BonsaiInteractive.com SpinSucksPro.com </li></ul></ul>

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