PR and Blogging from Bloggy Boot Camp


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PR and Blogging from Bloggy Boot Camp

  1. 1. <ul><li>Presented by: </li></ul><ul><li>Julie Meyers Pron : </li></ul><ul><li>,, </li></ul><ul><li>Shannon Ott : </li></ul><ul><li>, </li></ul><ul><li>Kelly Whalen : </li></ul><ul><li>, </li></ul>Public Relations 101
  2. 2. Public Relations for Bloggers <ul><li>Presented by Julie Meyers Pron </li></ul><ul><li> @justprecious </li></ul>
  3. 3. What is Public Relations? <ul><li>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. </li></ul><ul><li>Used to build rapport, influence, announce and connect with community </li></ul><ul><li>Generally free or a reduced cost </li></ul>
  4. 4. Ummm… there’s this thing? Its called the World Wide Web <ul><li>PR 1.0 </li></ul><ul><li>Vertical Relations </li></ul><ul><li>Outstanding releases with upstanding eloquence </li></ul><ul><li>Little Feedback, Little Conversation </li></ul><ul><li>PR 2.0 </li></ul><ul><li>Viral Relations </li></ul><ul><li>Authenticity and truth </li></ul><ul><li>24/7 conversation, unexpected feedback </li></ul>
  5. 5. Marketing <ul><li>PR </li></ul><ul><li>Job is to get free publicity </li></ul><ul><li>Advertising </li></ul><ul><li>Job is to locate and pay for ad space </li></ul>
  6. 6. What’s a Media Kit? <ul><li>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 </li></ul><ul><li>Purpose is to present to media who a company is, what company does, and why media should care </li></ul><ul><li>Bloggers, as media, accept Media Kits as fodder </li></ul>
  7. 7. What’s an Ad Card/Blog Package? <ul><li>Includes: </li></ul><ul><li>Advertising Rates </li></ul><ul><li>Statistics </li></ul><ul><li>Demographics </li></ul><ul><li>Blogger Reach </li></ul><ul><li>Proposals </li></ul>
  8. 8. What PR Professionals Really Want From Bloggers <ul><li>Replies </li></ul><ul><li>Honesty </li></ul><ul><li>Proposals with clear, precise plans </li></ul><ul><li>Relevance: Your blog should relate to their needs </li></ul><ul><li>True understanding of your own blog: </li></ul><ul><ul><li>Elevator pitch </li></ul></ul><ul><ul><li>Sum it up in less than 10 words </li></ul></ul>
  9. 9. 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
  10. 10. <ul><li>Shannon Ott, Co-Owner </li></ul><ul><li> </li></ul><ul><li>@PhilaburbanMom </li></ul>Engaging with PR Professionals
  11. 11. “ Think Globally, Act Locally” -Sarah Pinnix (@RealLifeSarah) via Twitter <ul><li>Recognize your influence and be able to articulate that influence </li></ul><ul><ul><ul><li>Move beyond the stats and define influence in terms like engagement </li></ul></ul></ul><ul><ul><ul><li>A smaller, engaged audience is preferred to a larger one in the local/regional space </li></ul></ul></ul>Working with PR from local/regional perspective
  12. 12. “ Think Globally, Act Locally” - Sarah Pinnix (@RealLifeSarah) via Twitter <ul><li>Harness the power of the “everymom” </li></ul><ul><li>Network, Network, Network </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Partnerships/Collaborations </li></ul></ul></ul>Working with PR from local/regional perspective (cont)
  13. 13. <ul><li>Engaging PR Professionals for Local/Regional events </li></ul><ul><li>Brand-sponsored Events </li></ul><ul><ul><ul><li>Important for nationally and locally focused blogs </li></ul></ul></ul><ul><li>Personal Brand Event </li></ul><ul><ul><ul><li>Seeking national and regional sponsorships </li></ul></ul></ul><ul><ul><ul><li>Focus on reach, charity involvement, brand message tie-ins, etc. </li></ul></ul></ul>
  14. 14. “ Think Globally, Act Locally” -Sarah Pinnix (@RealLifeSarah) via Twitter <ul><ul><ul><li>In addition to PR, don’t forget about the smaller, local companies that do not have official PR representation. </li></ul></ul></ul><ul><ul><ul><li>Reach beyond just the advertising placement (although that is very important!) </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Build relationships </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Help build social media plans for them </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Work on ambassador programs </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Be a voice </li></ul></ul></ul></ul></ul>More on Connecting with Local Companies
  15. 15. PR & Monetization <ul><li>Kelly Whalen </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>@CentsibleLife </li></ul>
  16. 16. Monetization Basics <ul><li>Set up an advertising page, and make a rate sheet or media kit which includes stats & advertising rates. </li></ul><ul><li>Approach companies you want to work with, small businesses, local businesses, or set up CPM ads (IE Google). </li></ul>
  17. 17. Know your value <ul><li>Your blog is work-whether it's paid or not. </li></ul><ul><li>Know what you want to get out of your work. </li></ul><ul><li>Keeping in mind what your blog is, and your audience will inform every decision you make about earning money. </li></ul>
  18. 18. PR Etiquette <ul><li>Always respond with an email to PR pitches. </li></ul><ul><li>If you agree to something, make sure you follow through. If you can not fulfill your obligation email the PR person. </li></ul><ul><li>Remember not every contact has funding-many can only offer information and product samples. </li></ul><ul><li>Maintain relationships through followup emails,on twitter, Facebook and LinkedIn. </li></ul>
  19. 19. Thank You!