PRSA-NCC Blogger Relations
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Transcript of PRSA-NCC Blogger Relations
Influencer Relations Tips October 16, 2008
There’s No Market for Messages
Primary Issue for PR Pros Lies in Approach
• Can’t force media relations model onto bloggers• General attitude of get rather than give is antithetical
to communities• Bloggers are often part of subject specific communities• Influencers can be powerful on social networks, but
not have blogs• They can be part of two or three communities (cross-
pollination)• Spam, press releases, blanket approaches don’t work
The Similarities
• People• Write, talk, and/or shoot video• Have readers/viewers• Trusted• Relationships mean more• Some blogs are actually electronic publications –
GigaOm, TechCrunch, Huffington
The Differences
Journalist• Paid to write content• Has a masthead w/ an
editorial mission• Needs sources• Supposedly adheres to
journalistic standards• Has an editor• And a publisher• And advertisers
Blogger• Unpaid• Writes to topic – or not• Writes for self, or to build
business• May or may not want
sources• Adheres to personal
standards• Does not need PR
New Media Requires New Approach
• Social implies interaction… Think relationships• Networking skills supersede messaging• Long term harvest versus short term gain • Communities exist in more than one place• Identify all influencers, and focus on them• Example: Ike Pigott, A-List in PR? No.
Influencer? Oh yeah!
Influence As Pictured by Simon Collister
The Tipping Point
Leveraging Social Relationships
• Start by providing value… What’s the so what for this person? What are you giving them that matters?
• Unconventional pitching: Twitter, social networks, micro pitches: NO PRESS RELEASES
• The phone still works• Be one of their community members– Blog– Socnet
Smart Campaign Ideas
• Advisory councils• Use your social media tools! – Interview them– Cross-link– Feature one of their posts
• Sample the wares• Feedback/focus groups
Additional Reading
• Five unorthodox ways to pitch bloggers: http://tinyurl.com/6s7muf
• Podcast on the current state of blogger relations: http://tinyurl.com/68tdum
• Thoughts on pitching bloggers http://tinyurl.com/6pq7ft