PR, bloggers and publishers : any win-win-win business model ?

18-19 January 2014

Let’s explore some opportunities

– Assumptions

– Doesn’t apply for everybody

– Based on personal experience

– Let’s say everything is possible

PR

PublishersBlogs

PR of wineries or wine regions

–Communication supports sales

– Target new generation of consumers

– Reach matters

– Some already work with bloggers but not easy to identify the « right » ones

Blogs about wine, food, lifestyle…– Content creators publishing via blogs

– Some do it by passion and don’t worryabout audience or revenue

– Some have other motivations

– Many blogs have a limited audience

– Often work alone

Publishers

- Paper media are having a hard time

- Online or paper going online

- Revenue

- Audience

- Content

Simplified « as is »

- PR invite bloggers and gain a few blog posts and/or social media shares

- Bloggers don’t complain about monetisation or credibily anymore

- Publishers stuggle to find content

PR invites bloggers

Content posted on personal blogs and

social media accounts

Limited blog post views

& social media « likes »

Simplified « as is » case 1

PR invites bloggers

Content posted on publisher blogs and

social media accounts

More Blog post views

& social media « likes »

Simplified « as is » case 2

Publisher Websitehosting personal blogs

PR invites bloggers

with proven audience

Content posted on publisherblogs and social media accounts

Significant amount of post views

& social media « likes »

Potential « to be»

Publisher Website withguest bloggers

Trusted association of bloggers

Metrics : views, time spent, reactions, shares,…

Want to test it ?

- PR ? Wineries & wine regions ?

- Bloggers ? #winelover ?

- Publishers ? Vinogusto ?