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Blogger Relations & PR
Debunking Myths … Discovering Reality
#COPRSA
Heather Whaling
heather@gebencommunication.com
prtini.com
twitter.com/prTini
linkedin.com/in/heatherwhaling
Why Blogger Relations?
• 77% of Internet users read blogs
• 89% of journalists conduct research on
blogs
• 72% of bloggers blog to share expertise
• 61% of bloggers supplement their
income by blogging
89% of journs conduct research on blogs #COPRSA
tweetable tip:
The Good,
The Bad,
The Ugly.
“Blogger outreach has proliferated in
the last year as firms and clients … see
the value of exposing bloggers and their
audiences to new campaigns and
products …
As you might have guessed, the big
dogs … are getting solicited by agencies
again and again and again and again
and again and again.” -- Ogilvy PR
“The bottom line is, we’re tired of being
marketed to; we just want to have a
conversation.”
-- Scott Monty
“At every one of my speeches,
I say PR people are spammers. That gets
everyone's attention so I have an
opportunity to explain what I mean … I
get several hundred unsolicited press
releases and PR pitches every week.
Well over 99% of them are not targeted
to me, instead they are sent to me
because I am on various PR people’s
lists …”
-- David Meerman Scott
(history repeats itself)
2007
Photo credit
The Realities of Blogger Outreach
Myth #1:
Pre-existing relationships
• Develop personal
relationships with
bloggers before
making the pitch
• “Cold-pitching” is
forbidden
Reality: Be Smarter.
• Relationships help, but aren’t required.
• A solid pitch trumps a lukewarm
relationship.
• Personalization is the key to effective
blogger outreach.
• Help bloggers cut through the clutter
With bloggers, solid pitches trump lukewarm relationships #COPRSA
tweetable tip:
Myth #2: Bloggers = Media
Photo credit
Reality:
Blogger Relations = Media Relations
• Most bloggers:
– Aren’t breaking news
– Answer to communities, not editors
– Haven’t graduated from journalism school
– Don’t want your press releases
• Blogs aren’t newspapers or magazines,
so don’t treat the content creators the
same
Blogs aren’t newspapers. Treat content creators differently #COPRSA
tweetable tip:
Myth #3:
Pay-to-Play, Swag & Ads
Photo credit
Reality:
Ethics, FTC Say “No Payola”
• FTC requires disclosure from bloggers
who receive cash or in-kind payments
• Fake reviews do a disservice to a
blogger’s community
• Understand the difference between
editorial, promotion, news, community
access/integration
When pitching bloggers, know the difference btwn editorial,
promotion, news & cmty access #COPRSA
tweetable tip:
“We believe we should be fairly
compensated for promotional work, for
providing material to be sold by a third
party, for sharing our knowledge to
companies who will profit from that said
knowledge.”
-- Independent Fashion Bloggers “Fair Compensation Manifesto”
Myth #4: Content is King
Reality: … Not So Fast
• 5 C’s of Blogger Relations:
– Cultivation
– Collaboration
– Content
– Community
– Communication (what’s the ask?)
5 Cs of blogger outreach: Cultivation, Collaboration, Content,
Community & Communication #CORPSA
tweetable tip:
Bad Blogger Relations
Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
Good Blogger Relations
Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
Heather Whaling
www.GebenCommunication.com
heather@gebencommunication.com
@prTini
for slides & resources:
bit.ly/COPRSA
subscribe to my blog:
bit.ly/prTini
Collaboration. Integration. Social Good.

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Blogger Relations and PR: Debunking Myths, Discovering Reality

  • 1. Blogger Relations & PR Debunking Myths … Discovering Reality #COPRSA Heather Whaling heather@gebencommunication.com prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling
  • 2. Why Blogger Relations? • 77% of Internet users read blogs • 89% of journalists conduct research on blogs • 72% of bloggers blog to share expertise • 61% of bloggers supplement their income by blogging 89% of journs conduct research on blogs #COPRSA tweetable tip:
  • 4. “Blogger outreach has proliferated in the last year as firms and clients … see the value of exposing bloggers and their audiences to new campaigns and products … As you might have guessed, the big dogs … are getting solicited by agencies again and again and again and again and again and again.” -- Ogilvy PR
  • 5. “The bottom line is, we’re tired of being marketed to; we just want to have a conversation.” -- Scott Monty
  • 6. “At every one of my speeches, I say PR people are spammers. That gets everyone's attention so I have an opportunity to explain what I mean … I get several hundred unsolicited press releases and PR pitches every week. Well over 99% of them are not targeted to me, instead they are sent to me because I am on various PR people’s lists …” -- David Meerman Scott
  • 9. The Realities of Blogger Outreach
  • 10. Myth #1: Pre-existing relationships • Develop personal relationships with bloggers before making the pitch • “Cold-pitching” is forbidden
  • 11. Reality: Be Smarter. • Relationships help, but aren’t required. • A solid pitch trumps a lukewarm relationship. • Personalization is the key to effective blogger outreach. • Help bloggers cut through the clutter With bloggers, solid pitches trump lukewarm relationships #COPRSA tweetable tip:
  • 12. Myth #2: Bloggers = Media Photo credit
  • 13. Reality: Blogger Relations = Media Relations • Most bloggers: – Aren’t breaking news – Answer to communities, not editors – Haven’t graduated from journalism school – Don’t want your press releases • Blogs aren’t newspapers or magazines, so don’t treat the content creators the same Blogs aren’t newspapers. Treat content creators differently #COPRSA tweetable tip:
  • 14. Myth #3: Pay-to-Play, Swag & Ads Photo credit
  • 15. Reality: Ethics, FTC Say “No Payola” • FTC requires disclosure from bloggers who receive cash or in-kind payments • Fake reviews do a disservice to a blogger’s community • Understand the difference between editorial, promotion, news, community access/integration When pitching bloggers, know the difference btwn editorial, promotion, news & cmty access #COPRSA tweetable tip:
  • 16. “We believe we should be fairly compensated for promotional work, for providing material to be sold by a third party, for sharing our knowledge to companies who will profit from that said knowledge.” -- Independent Fashion Bloggers “Fair Compensation Manifesto”
  • 17. Myth #4: Content is King
  • 18. Reality: … Not So Fast • 5 C’s of Blogger Relations: – Cultivation – Collaboration – Content – Community – Communication (what’s the ask?) 5 Cs of blogger outreach: Cultivation, Collaboration, Content, Community & Communication #CORPSA tweetable tip:
  • 19. Bad Blogger Relations Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
  • 20. Good Blogger Relations Matrix courtesy of The Future Buzz (http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/)
  • 21. Heather Whaling www.GebenCommunication.com heather@gebencommunication.com @prTini for slides & resources: bit.ly/COPRSA subscribe to my blog: bit.ly/prTini Collaboration. Integration. Social Good.