BlogWorld Session - How PR and Bloggers Can Better Connect
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The document discusses the relationship between bloggers and PR professionals and provides suggestions for improving collaboration between the two groups. It acknowledges that while bloggers and PR pros sometimes have different goals and approaches, they both ultimately want successful partnerships built on understanding rather than dominance. The document recommends that both sides research each other better, understand each other's roles and goals more clearly, and communicate respectfully through targeted outreach rather than spam emails. Following these recommendations can help bloggers and PR professionals overcome common obstacles and work together more effectively.
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BlogWorld Session - How PR and Bloggers Can Better Connect
- 1. Common Sense and Collaboration The Last Stumbling Block for PR Pros and Bloggers Danny Brown & Gini Dietrich
- 10. Understanding
- 14. Understanding PR
- 15. What To Do
- 16. What To Do
- 17. What To Do
- 19. The Good
- 20. The Good
- 21. The Good
- 22. The Good
- 23. The Good
- 24. Why the Good Works
- 25. The Bad
- 26. The Bad
- 27. The Bad
- 28. Why the Bad Doesn’t Work
- 29. Not Just PR Pros…
- 30. Bloggers Need to Help PR Understand Too
- 31. Bloggers Aren’t Immune to Craptasticness
- 32. Bloggers Aren’t Immune to Craptasticness
- 33. Bloggers Need to Be Clear
- 34. Bloggers Need to Be Honest
- 35. Bloggers Need to Educate
- 36. Bloggers Need to Respect
- 37. The Blogger and PR Pro Manifesto
- 46. The Issue Is Simple
- 47. It’s Simple
- 48. So Why Are We Still Fighting?
Editor's Notes
- 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