This document summarizes a presentation given to bloggers about establishing effective relationships with PR professionals. It emphasizes that bloggers are valuable partners for PR campaigns. The document then discusses challenges like budgets, legal issues, and approvals that PR professionals face. It provides tips for bloggers in how to effectively pitch story ideas to PR professionals, such as highlighting what makes their blog unique. Examples of both strong and weak pitching emails from bloggers are also examined. Lastly, the document stresses the importance of cultivating two-way relationships between PR and bloggers.

1. So You Want a Revolution??A Peek Behind the Curtain of PR/Blogger RelationsPRAnna Lingeris@ahhnalinPublic Relations ManagerThe Hershey CompanyPanel: Kelly Olexa @kellyolexaDina Freeman@babycenter

2. First… YOU ARE INCREDIBLY VALUABLE!“Online influencers” (a.k.a. bloggers) are an ESSENTIAL part of Public Relations and Consumer EngagementAlmost 100% of all campaigns involve YOU!Without You– companies and PR Pros could not do their jobs

3. But..Let’s Make it Better! Provide insight into process and challenges of the PR Pros & Corporate culture

4. What’s Behind theCorporate/ PR Curtain? ?

5. Current Situation:EvolvingRapid growthExperimentalNew frontierFirst – The Current Situation However…Communication challengesConfusionLack of knowledgeNo consistencySO WHAT’S BEHIND THE CORPORATE/PR CURTAIN?

6. Let’s Take a Peek…Budget

7. Planning process/timing

8. My brand(s)

9. Value

10. Quality

11. Reach

12. Resources

13. LEGAL

14. Approvals & MORE ApprovalsIt’s a 2-way Street…PR:Clear objectivesUpfront about budget parametersOpen to opportunitiesBloggers:Establish relationshipsPresent NEW & UNIQUE opportunitiesBe PatientBe RealisticBe ProfessionalBOTH OF US NEED:TRUST

15. PR 101 A Successful “Pitch”Things to Include:Who are you?Why are you interested in working together?What sparked your interest? What is unique and differentiated about you vs. others?  LET YOUR PERSONALITY SHINE!SHORT AND CONCISEFOLLOW UP

16. Let’s take a look at some examples…“My 5 year old daughter and her 6 year old twin sisters love Hershey's and have their "own" blog. They would love to host a Hershey's review andgiveaway if you work with bloggers, and I would love to write about your products. If you could use Elisabeth, Milena, and Olivia's expertise, please let me know!Most Sincerely,-SamanthaI have a vegan blog, called "Chocolate-Covered Katie" and I would LOVE totry your 100% baking chocolate. Only problem is I can't find it. I knowit's a long shot, but is there any chance you'd consider sending me somesamples?My blog gets about 7,000 daily visitors, so it could be good publicity.Thanks either way!-Katiewww.chocolatecoveredkatie.comGOODI write a food blog and recently posted a muffin recipe which included your cinnamon chips. Unfortunately, several of my readers (in different parts of the country) mentioned they were unable to locate this product.I was wondering if you'd be interested in sending me some packages so I can host a giveaway, with the appropriate links and such, of course.Look forward to hearing back!Cheers,Amy

17. Let’s take a look at some examples…I just wanted to email you and let you know I would love to review one of your products on my blog at XXXX I have heard of your products and would love to feature them on my blog. I have a large audience of moms who would love your products too. If you are interested in getting one of your products reviewed on my site, below is my information:I am hosting a "Boys Birthday Bash" Blog Party in honor of my son's 4th birthday. I am looking for sponsors forreviews and/or giveaways for this event. It will be promoted on 2 other blogs as well as Facebook and Twitter. I look forward to working with you.“Not-So-Good” Consumer called and wanted to know if Hershey would like to be featured or participate in her Daily Blog. Consumer stated that the blog will be about baking for family and creating a life experience for family. Consumer hassome additional information and needs to be contacted back ASAP. Consumer'sdeadline 11-18-2011.Can you please send a sample for review for our Peace List?

18. Key TakeawaysRemember to:Same thing you ask of us…we ask of you.

19. Know who you are contacting

20. Give them a reason to believe

21. Attempt to understand their business

22. Cultivate a relationship

23. It’s a 2-way street Questions?

24. Thank You!Anna LingerisPublic Relations ManagerThe Hershey Company100 Crystal A Drive, Hershey, PA 17033alingeris@hersheys.comOffice: 717-534-4874 Cell: 717-649-7214