Are you thinking of adding a blogger program to your PR efforts? You may think working with lifestyle bloggers is just like working with traditional media. Well, it’s about as similar as stripes and spots. Understanding the differences between the two is key to getting the most out of your blogger campaign.
Below I share some observations about establishing and growing successful blogger campaigns and insights I’ve gained by doing work with WiFi Family (NETGEAR & AT&T) over the past year. If you’re working with lifestyle bloggers (or want to), here are some tidbits you may find useful:
As another year recedes in the rear view mirror, it’s time to set down resolutions for the new year. While eating healthier, getting more exercise, and travelling the world are all admirable goals, there’s ample room for improvement in our daily lives as public relations professionals that can’t be accomplished by eating more kale and less chocolate, or lifting a few weights. This coming year, I’d like to share my top four PR resolutions:
People working in PR agencies will tell you that one of the greatest things about this line of work is that you get to learn something new pretty much every day. When Sterling took on Arx Pax as a new client in early October, I did a lot of learning. Specifically, I learned how to master the delicate balancing act of sifting through dozens of media inquiries to find the right outlets for our clients’ limited media time. Media interest in a client is always exciting and PR people are programmed to act as conduits between their clients and the media. That said, I have learned that as there is a time for media engagement, there is also a time for keeping quiet and passing on opportunities (cue The Byrds’ “Turn! Turn! Turn!”). Knowing when to tell the difference – aye, there’s the rub.
Managing the tsunami of media interest we generated when we launched Arx Pax’s Hendo hoverboard taught me that this decision-making process demands risk-taking, knowing my client’s big picture goals and putting their objectives first. (more…)
For marketing professionals, it’s easy to take the “superficial” route for every holiday-themed blog post and make a listicle of social media blunders or share heartwarming stories of brands who give back to their customers. But, as I look out the window feeling gratitude for the rain that has finally come to drought-ridden California, I choose the road less taken. The end-of-the-year holiday season is my absolute favorite time of year (yes, even more than summertime!). And it’s not the holiday sales that have me excited; I’m talking about having a bit of time to reflect, give thanks, and create better relationships and stronger communities.
Senior account executive Pouneh Lechner attended Blogger Bash in New York City this year with our client NETGEAR.
Sadly, I’m not a mommy so until a couple of years ago, I hadn’t read many so-called “mommy blogs.” While aware that traditional corporate branding is under siege by word-of-mouth marketing, my attention used to gravitate toward B2B influencers and mainstream media. However, a year ago, Sterling began working with the WiFi Family sales team within NETGEAR that promotes mobile WiFi hotspots designed for AT&T service. Our top target for hands-on product reviews: mommy bloggers! I had to get up to speed quickly on the personalities and the events.
“Mommy blogger” is too narrow a definition to encompass the broad variety of people who review products on personal blogs, and it has a condescending ring. Yes, many are indeed parents and grandparents who blog as a hobby, but many are also sophisticated entrepreneurs who offer vendor sponsorship opportunities through an extensive network of partners. As my colleague noted in her post last month, you’ll meet ex-Fortune 500 executives turned fashion bloggers, stay-at-home moms turned tech evangelists, and spouses or siblings that use their blogging activities to promote a family business.
For all the gnashing of teeth of how technology and social media are ruining “true” social relationships, face-to-face events — conventions, really — are increasingly popular in the blogging world. Bloggers and brands want to connect with each other for sponsorships, advertisements, giveaways, and product reviews, and nothing beats an in-person meeting to boost trust on both sides. Moreover, these events provide bloggers who may be stay-at-home workers an opportunity to network with their peers and share lessons learned about growing their social businesses.
Through our work with NETGEAR WiFi Family, we’ve had the pleasure of attending a number of events scattered across the US. Below is a snapshot description of a half-dozen of these events:
In this day and age, capturing and holding someone’s attention is a tough business.
We have hundreds of things demanding our attention at any given moment: emails, texts, snapchats, a coworker’s birthday, a significant other wondering what’s for dinner – you get the picture. (If you spaced out during that long list, you’re not alone. I actually checked Reddit about four times while writing it).
A funny thing happens when you exercise brevity: people don’t mind listening to you. Well thought-out, brief communication shows that you respect and value others’ time.
CEOs and journalists have particularly harried schedules, so capturing and holding their interest is no small feat. Here are six tips to help you do just that:
The journalistic community and the PR community have always experienced a fractious relationship. A while back, I blogged about how there is a 4:1 PR person to journalist ratio and shared tips to insert yourself in a news cycle by proactive pitching or drafting contributed content. While pitching purposefully and crafting your own content are effective ways to get published in certain outlets, making friends with freelancers is a great way to turn a pitch from “concept to story” in short order.
I was in Brazil for the first two weeks of the World Cup and was lucky enough to be among the over 154,000 American ticket holders, the largest contingent of traveling supporters outside of the host nation. It’s estimated that over 40 million Americans streamed the games, up 44% from the 2010 World Cup. With such a large audience, it’s only natural that some brand marketing lessons should emerge, right?
As all good communicators know, reputation is forged by all stakeholders in the brand or organization, and soccer teams are no different. The players, management, and fans are brand representatives, on and off the field. Every player, fan, coach, manager, government, and organizing body contributes to — or detracts from — the team’s reputation with their words and actions.
The warm summer weather ushers in a flurry of high tech conferences and events, ranging from the consumer-focused Apple Worldwide Developers Conference and E3 to enterprise-focused events like GigaOm Structure and Fortune Brainstorm Tech. Thousands of people attend these events, with many more following the news from home. Leveraging Twitter enables conference attendees to share/discuss the experience with other attendees as well as their followers. For those who are new to live-tweeting at events, here are a few pointers to get you started: