1. Running Blogger Relations
Campaigns

2. Outline Project Scope
A critical first step in a blogger relations campaign is to establish
scope:
• Ensure that all roles and responsibilities are put in writing before the
engagement begins
• Assess the client’s existing multimedia and creative assets/capabilities to
determine the level of contribution from designers and other outside
resources
• Define what would constitute as scope creep from the beginning and
identify it as soon as it arises in the blogger relations engagement
• Discuss a process for the project going out of scope during business
development phase (i.e. how will this affect pricing, project duration,
launch date, etc.)
• Identify how the blogger relations team will coordinate with the client’s
existing social and/or traditional media teams, if any

3. Onboarding
The onboarding process is an important step to get all parties on
the same page. Steps for initial onboarding include:
1. Internal kickoff meeting to determine materials needed from the client
2. Ensure that all Beekeeper staff have a clear understanding of the client’s
involvement and their individual roles on the project
3. Provide the team with sufficient background information on the client,
their industry or policy issue, and their reasons for engaging in blogger
relations
4. Ensure that the client provides the overarching campaign narrative
5. Beekeeper team crafts a messaging memo to highlight angles to
communicate that narrative through the blogger relations campaign

4. Identify Roles and Responsibilities
The following pages list typical roles and responsibilities for a
blogger relations campaign. Keep in mind that these may vary
from project to project.
The client will:
• Provide understanding of overarching campaign narrative
• Identify and share existing multimedia, data, news articles, etc.
– Please note that data should not be in raw form, but should be
complied in a way that is easily communicable in the pitch. Any
research needed to compile this information is also tasked to the
client.
• Provide creative as is agreed upon in the discovery process (will the client
be preparing all creative content, some, or none?)
• Collaborate with project manager on early pitch language
• Provide final sign-offs on blogger list(s), pitch language, social media news
release (SMNR) language, and creative content.
• Prepare and select a spokesperson for potential main-stream pickup

5. Identify Roles and Responsibilities
Project managers at Beekeeper Group will:
• Draft pitch language
• Work with client to develop angle to communicate overarching
narrative
• Identify whether the client’s existing assets will be sufficient before
the campaign begins
• Build a Social Media News Release page to host pitch content (if
necessary)
• Write content for the Social Media News Release page
• Provide the blogger with guidelines for reporting
• Provide the client with reports at designated intervals
• Schedule weekly internal meetings, as well as weekly calls with
both the client and the blogger

6. Identify Roles and Responsibilities
The blogger will:
• Compile the list of targeted bloggers
• Give final review of pitch language
• Send pitches to designated bloggers and a designated number of follow-
up emails
• Provide reporting on blogger outreach results
Additional Resources:
• In some cases, additional resources including researchers, experts, and
graphic designers will be used – and should be assigned roles,
responsibilities, and deliverables accordingly.

7. Assign Tasks and Deliverables
Though the specific tasks below may vary, these are generally expected
during a blogger relations campaign and would likely be covered by one
member of the team.
Specific deliverables during a blogger relations campaign typically include:
• The blogger list
• An overarching campaign narrative and plan for communicating that
narrative in writing
• Multimedia and/or creative content from the bloggers
• A designated number of email pitches
• A built-out social media news release page
• If agreed upon, research updates and creative content, such as
infographics or videos
• Comprehensive reports at designated intervals (weekly, after each pitch,
at the end of the campaign, etc)

8. Prepare for Failure and Success
Though we should always be prepared to communicate with a client about
reasons why a campaign was not successful at achieving stated goals, it is
equally important to be prepared in the case that a campaign reaches high
levels of success.
• When blog posts are picked up by highly-visible blog or social channels:
– Decide on a strategy for communicating with those outside influencers
– If your client has active social channels, ensure they have resources or a plan
to handle an influx of engagement
• When blog content if picked up by the mainstream media:
– Find out who would the spokesperson be if news outlets were looking to
interview someone from your organization/campaign
– Have a response prepared if you do not want to speak with the press, and if
this is the case, explain the implications of not communicating with them
• In some cases, preparing a press kit ahead of time may be useful

9. Helpful Tools and Processes
• The importance of outlining project scope cannot be
overstated. Check and then double check that all parties
involved understand their role and how they define scope
creep on each campaign.
• Setting agendas for weekly meetings (internal, with the
blogger, and with the client) and sending them to the team
ahead of time is an easy way to stay on-task and cover all
necessary discussion points
• Use Basecamp calendar to show project deliverables and
milestones in a way that can be viewed internally
• Use Basecamp text documents to write notes from weekly
meetings for reference across the team