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PRSA-NCC Blogger Relations


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Published in: Business, Technology

PRSA-NCC Blogger Relations

  1. 1. Influencer Relations Tips October 16, 2008
  2. 2. There’s No Market for Messages
  3. 3. Primary Issue for PR Pros Lies in Approach <ul><li>Can’t force media relations model onto bloggers </li></ul><ul><li>General attitude of get rather than give is antithetical to communities </li></ul><ul><li>Bloggers are often part of subject specific communities </li></ul><ul><li>Influencers can be powerful on social networks, but not have blogs </li></ul><ul><li>They can be part of two or three communities (cross-pollination) </li></ul><ul><li>Spam, press releases, blanket approaches don’t work </li></ul>
  4. 4. The Similarities <ul><li>People </li></ul><ul><li>Write, talk, and/or shoot video </li></ul><ul><li>Have readers/viewers </li></ul><ul><li>Trusted </li></ul><ul><li>Relationships mean more </li></ul><ul><li>Some blogs are actually electronic publications – GigaOm, TechCrunch, Huffington </li></ul>
  5. 5. The Differences <ul><li>Journalist </li></ul><ul><li>Paid to write content </li></ul><ul><li>Has a masthead w/ an editorial mission </li></ul><ul><li>Needs sources </li></ul><ul><li>Supposedly adheres to journalistic standards </li></ul><ul><li>Has an editor </li></ul><ul><li>And a publisher </li></ul><ul><li>And advertisers </li></ul><ul><li>Blogger </li></ul><ul><li>Unpaid </li></ul><ul><li>Writes to topic – or not </li></ul><ul><li>Writes for self, or to build business </li></ul><ul><li>May or may not want sources </li></ul><ul><li>Adheres to personal standards </li></ul><ul><li>Does not need PR </li></ul>
  6. 6. New Media Requires New Approach <ul><li>Social implies interaction… Think relationships </li></ul><ul><li>Networking skills supersede messaging </li></ul><ul><li>Long term harvest versus short term gain </li></ul><ul><li>Communities exist in more than one place </li></ul><ul><li>Identify all influencers, and focus on them </li></ul><ul><li>Example: Ike Pigott, A-List in PR? No. Influencer? Oh yeah! </li></ul>
  7. 7. Influence As Pictured by Simon Collister
  8. 8. The Tipping Point
  9. 9. Leveraging Social Relationships <ul><li>Start by providing value… What’s the so what for this person? What are you giving them that matters? </li></ul><ul><li>Unconventional pitching: Twitter, social networks, micro pitches: NO PRESS RELEASES </li></ul><ul><li>The phone still works </li></ul><ul><li>Be one of their community members </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Socnet </li></ul></ul>
  10. 10. Smart Campaign Ideas <ul><li>Advisory councils </li></ul><ul><li>Use your social media tools! </li></ul><ul><ul><li>Interview them </li></ul></ul><ul><ul><li>Cross-link </li></ul></ul><ul><ul><li>Feature one of their posts </li></ul></ul><ul><li>Sample the wares </li></ul><ul><li>Feedback/focus groups </li></ul>
  11. 11. Additional Reading <ul><li>Five unorthodox ways to pitch bloggers: </li></ul><ul><li>Podcast on the current state of blogger relations: </li></ul><ul><li>Thoughts on pitching bloggers </li></ul>