Bloggers are slowly becoming part of many-a-publicity campaign these days... and along with tick in the box for bloggers in Australia, comes a multitude (or not) of pitches. Have you ever wondered what makes a PR decide if you are 'right' for their brand?
I asked some of my favourite Australian PR's what their method was - very interesting responses I'm sure you'll agree.....
Kat Peden, Senior Account Manager - Verve CommunicationsWhen identifying a blog for a brand, it needs to be relevant but also we check who they are connected to (i.e. blog-roll) their engagement of their audience (comments, social media activity and responses) and any peer or professional recognition (awards etc).
What goes against a blog being engaged is:·
- Low community figures (‘followers’)
- Lack of credibility - running hundreds of product reviews, plugging everything and anything. Lack passion and enthusiasm, which should be the essence of why a blogger writes a blog. NOT for commercial gain
- Lack of social media connectivity
- No clearly defined target audience i.e. parenting, food, fashion. The more ‘niche’ an audience is, the more valuable they become to a brand. Mainstream media might not be able to tap into such a niche market or engage with them the way a blog can.
Multi-national PR consultancy - identity reserved
The mummy bloggersphere has grown enormously in the last few years and while it has been a bit of a learning curve, we’re continually trying to educate ourselves in this area as we realise the growing value and influence that mummy bloggers have in the online space.
When it comes to approaching bloggers we would firstly spend considerable time reading their blogs and researching their interests to ensure that the idea is relevant to them. Relevance is key, we wouldn’t approach a blogger to work with a product or brand if we didn't feel it was the right fit for them. We invest lots of time in building ongoing relationships with bloggers and value these greatly, as we do in other areas of media and aim to keep up to date with as many newcomers as we can.
Lizzie Culverhouse, Senior Account Manager - One Green Bean:
Print this post in friendly format