This document discusses best practices for PR clients working with bloggers. It provides examples of common PR and blogging job titles. It also lists sample client goals for blog campaigns, such as awareness building, sales, and thought leadership. The document discusses what challenges clients and bloggers face, such as pacing and last-minute changes. It recommends bloggers focus on knowing their audience and developing a unique viewpoint. Other tips include using current events and industry trends for content, and cross-posting content across social networks.

1. PR Clients +
Blog Performance
Dec 1, 2016

2. • ASSISTANT ACCOUNT EXECUTIVE
• ACCOUNT EXECUTIVE
• ACCOUNT SUPERVISOR
• VICE PRESIDENT
• STRATEGIST
• RELATIONSHIP MANAGER
• SOCIAL MEDIA MANAGER
• COPY WRITER
TITLES YOU’LL SEE

3. • CLIENT SERVICE
• PARTNER SERVICE
• GOALS
• OBJECTIVES
• STRATEGY
• TACTICS
• REPORTING
• MEASUREMENT
OUR GUIDEPOSTS

4. SAMPLE CLIENT GOALS
• AWARENESS BUILDING
• COMMUNITY RELATIONS
• THOUGHT LEADERSHIP
• SALES (TRIAL)
• SALES (REPEAT)
• PRODUCT REVIEWS
• SEO
• EMPLOYEE RECRUITMENT/RETENTION

5. WHAT ISN’T
VISIBLE TO
YOU
WHAT ISN’T
VISIBLE TO
US
1. The pace
2. The expectations
3. Last-minute changes
4. Last-minute requests
5. The fact that we may have to be ok
with not being precise
6. The fact that our clients can actually be
specific about how many followers a
blogger has.
1. The pace
2. The expectations
3. Last-minute changes
4. Last-minute requests
5. The overall lack of precision
6. The fact that you work tirelessly for
quality and to build your target
audience.
7. The fact that you may not like products
and be polite.
8. Constant PD and networking

6. MEASUREMENT
Date Time Media Outlet Market Subject Circulation / Audience
Mentions
Message#1
Message#2
Message#3
1/4/16 10:00 AM ET Cincinnati.com Cincinnati 779,501 1 1 1
1/4/16 IndianapolisMonthly.com Indianapolis 1,806 1
1/6/16 9:00 AM ET WXIX-TV Cincinnati 36,142 1 1
1/6/16 9:00 AM ET WSTR-TV Cincinnati 13,608 1 1
1/6/16 3:00 PM ET IndyStar.com Indiana 65,650 1 1
1/6/16 12:00 PM ET Cincinnati.com Cincinnati 779,501 1 1
1/7/16 LouisvilleCardinal.com Louisville 1 1
1/7/16 4:00 PM ET WKRC-TV Cincinnati 53,805 1

7. THE BLOGGERS CLIENTS
LOVE TO WORK WITH
They know their audience and readers
as well as, if not occasionally better,
than the legacy media. They are
creative. They make time for blogging
and take it seriously; they hone their
craft over time. They have a unique
view point or life experience that they
share on their blogs, rather than just
regurgitating the same thing everyone
else is covering (a la all the coupon
bloggers of the early 2000s).

8. IN A PERFECT WORLD
Reputable PR pros take the time
to do their research and will know
going in what you cover, why you
cover it and whether their brand is
a good fit.

9. IN A PERFECT WORLD
Bloggers who are thorough, committed
and professional deserve to be
compensated. We work compensation
into our budgets now, but didn’t
always. And that doesn’t always mean
clients will follow our
recommendations, either; sometimes
they (truly) believe the value of
whatever experience, product, etc.
they’re offering is worthwhile on its
own.

10. IN A PERFECT WORLD
We work hard to secure compensation
for bloggers but clients don’t always
play ball, so if we reach out without a
reciprocal offer, it may be because the
client didn’t approve incremental
dollars – not because we didn’t think to
offer it or don’t think you’re worth it
(because you are!).

11. BEST PRACTICES:
CONTENT RESOURCES
• Current news and events;
• Industry trends;
• Book reviews and commentary;
• Upcoming projects;
• Unique problem/solutions;
• What your readers say they want!

12. BEST PRACTICES:
TYPES OF POSTS
• Vlogs;
• Infographics;
• Book/productive reviews;
• Lists;
• Problem-solving, help, how-to;
• Case study;
• Interviews with industry experts;
• Opinion.

13. BEST PRACTICES:
PROMOTION
• Cross-post to Twitter, LinkedIn, Facebook

14. WHAT CLIENTS WANT
• Include photos, illustrations, videos and charts;
• Link, link, link;
• Cross-post to Twitter, LinkedIn, Facebook
• Be authentic;
• Use keywords and messaging.