Posts tagged as:

blogger outreach

Don’t Bite the Brand That Feeds You

by · March 26, 2013

There’s been a bit of a kerfuffle in the parenting/lifestyle blogosphere this past weekend, related to a brand’s blogger outreach program. The brand in question is KFC, and (from what I understand, as I wasn’t there) they invited a number of bloggers to an in-person event, with their children, to learn about KFC’s new kids meals.

I’ll disclose up front that I don’t ever eat at KFC because I’m sensitive to MSG and they put it in much of their food. This fact generally puts me in the category of people who think that KFC is unhealthy: if it makes me sick, it must be unhealthy.

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The Influencer Continuum Model for Influencer Engagement

by · November 7, 2012

I’m a huge advocate for blogger programs and blogger engagement.  Those of you who have read me here at SME for a while know that I’m on a bit of a personal mission to improve outreach methods by PR and marketing people, and also help bloggers to work more effectively with marketers.  Good blogger programs are really a win-win for everyone, if true to both brand and blogger missions, and executed well.

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The Economics of Bad Outreach

by · November 1, 2012

I received an email pitch recently that prompted me to question the economics of lazy outreach.

Is there risk to the bottom line for organization’s that cut corners in the way they reach out to prospects and influencers? My theory is that the practice of lackluster research, or worse, the lack of research altogether, combined with the use of form letters, spam and automated emails has the potential to erode business value.

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5 Ways to Measure Blogger Outreach ROI

by · May 17, 2012

A friend of mine recently emailed me to say that she has a new client but they’re wary of doing a blogger outreach program, and do I have any metrics about outreach ROI, especially for driving sales?

I wrote back: You’re asking for the holy grail.

However, while linking ROI to blogger outreach is not simple, it’s also not impossible. Think about the decades (centuries?) of PR people who have gone before us. How did they determine ROI on media outreach when all they had was “impressions” (a very fuzzy number that was, and is: self-reported from print and broadcast media)?

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Bloggers Are Promotional Partners, Which Is Bad For PR

by · August 4, 2011

I’ve been ranting for some time about the disconnect between PR and social media, and particularly between PR and blogger outreach. In the evolution of social media, somehow blogger outreach became equated with public relations’ pitching to journalists, and so for years it’s been largely the domain of PR coordinators and account executives.

That’s seems wrong. I feel that PR should not be primarily responsible for blogger outreach. And likely not for other types of social media either.

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That Website Ain’t Gonna Visit Itself

by · June 28, 2011

If you build it, they will, well, probably go somewhere else.

Your target audience probably doesn’t share the same level of enthusiasm that you have toward your new website/redesign/mobile app/digital venture. More than likely, they won’t even notice. They’ll go about visiting their normal destinations online; checking Facebook, maybe Twitter, and dipping into their pool of RSS subscriptions.

But your target audience almost definitely won’t just come to your website because it happens to be there.

Launching your endeavor is a big first step. But it’s just the beginning of a long, long marathon.

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What Motivates Bloggers?

by · June 23, 2011

If you’re a public relations or communications person who works with bloggers, you’ve probably figured out by now that every blogger is unique. Pitching bloggers is not the same as pitching traditional journalists, because every blogger is motivated differently, whereas journalists are generally motivated to write because they’re being paid to do so and with a (usually) clear editorial direction.

Bloggers, on the other hand, work mainly for themselves. (For the purposes of this post, we’re talking about non-corporate bloggers – those that create and maintain blogs for their own personal use, or as a small business in and of itself.) So determining the motivation of an individual blogger is the key to pitching them successfully, because if you can address their needs, you can often get them to write about your product or service.

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The Blogger’s Guide To PR’s Email Pitches

by · April 27, 2011

Public relations professionals responded en masse to last week’s post offering some guidelines for email pitching. My assertions that PR outreach via email is, indeed, a commercial communications and, thus, falls under the regulatory purview of the Federal Trade Commission and the CAN-SPAM Act was polarizing.

Many did not agree with my opinion that the CAN-SPAM Act also encompasses public relations communications, particularly when a PR person is reaching out to a media outlet or blogger to just establish that all-important relationship. Honestly, I do think there are a lot of gray areas here, but when it comes to following the letter of the law, can we really afford to play in an unclear pool?

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The PR Guide To Email Pitching

by · April 18, 2011

I’ve always considered myself a public relations professional by trade. Even when the general perception of PR isn’t all that good, I still try to advocate for stronger ethics, better measures and more honorable tactics than those that give the industry an iffy reputation. But despite the last several years of trying to help many of my colleagues better understand that blasting and lists and impersonal communications is not only generally not effective but under certain conditions illegal, too many still don’t get it.

So let’s review … and this time pay attention:

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