pr and blogging from bloggy boot camp
TRANSCRIPT
Presented by:
Julie Meyers Pron: Just-Precious.com, JustCentsible.com, TheBloggersBookClub.com
Shannon Ott: PhillyBurbMoms.com, SuburbanSocialMedia.com
Kelly Whalen: TheCentsibleLife.com, JustCentsible.com
Public Relations 101
Public Relations for Bloggers
Presented by Julie Meyers PronJust-Precious.comJustCentsible.com
TheBloggersBookClub.com@justprecious
What is Public Relations?
• Public Relations (or PR) is a field concerned with maintaining public image for high-profile people, commercial businesses and organizations, non-profit associations or programs. -Wikipedia.com
• Used to build rapport, influence, announce and connect with community
• Generally free or a reduced cost
Ummm… there’s this thing? Its called the World Wide Web
PR 1.0•Vertical Relations
•Outstanding releases with upstanding eloquence
•Little Feedback, Little Conversation
PR 2.0
•Viral Relations
•Authenticity and truth
•24/7 conversation, unexpected feedback
Marketing
PR•Job is to get free publicity
Advertising•Job is to locate and pay for ad space
What’s a Media Kit?
• Package of information sent to the Media on behalf of a company from Public Relations to announce an event, product, activity or something relevant to the company
• Purpose is to present to media who a company is, what company does, and why media should care
• Bloggers, as media, accept Media Kits as fodder
What’s an Ad Card/Blog Package?
Includes:• Advertising Rates• Statistics• Demographics• Blogger Reach• Proposals
What PR Professionals Really Want From Bloggers
• Replies• Honesty• Proposals with clear, precise plans• Relevance: Your blog should relate to
their needs• True understanding of your own blog: – Elevator pitch– Sum it up in less than 10 words
Characteristics of a PR Friendly Blogger
Recognizes the difference between PR and AdvertisingRecognizes the difference between PR and Advertising
Respects the limits of a Public Relations ProfessionalRespects the limits of a Public Relations Professional
Responds to pitches, briefly is fineResponds to pitches, briefly is fine
Makes relevant pitches that help both the blogger and the agentMakes relevant pitches that help both the blogger and the agent
Has a strong following of other influencers & a rapport with her audience
Has a strong following of other influencers & a rapport with her audience
Is influential, and recognizes her areas of influenceIs influential, and recognizes her areas of influence
Engages consistently in social media and has a clear understanding of acceptable standards
Engages consistently in social media and has a clear understanding of acceptable standards
Shannon Ott, Co-Ownerwww.phillyburbmoms.com
@PhilaburbanMom
Engaging with PRProfessionals
“Think Globally, Act Locally”-Sarah Pinnix (@RealLifeSarah) via Twitter
• Recognize your influence and be able to articulate that influence• Move beyond the stats and define
influence in terms like engagement• A smaller, engaged audience is preferred
to a larger one in the local/regional space
Working with PR from local/regional perspective
“Think Globally, Act Locally”
-Sarah Pinnix (@RealLifeSarah) via Twitter
• Harness the power of the “everymom”
• Network, Network, Network• www.phillysocialmediamoms.com• Partnerships/Collaborations
Working with PR from local/regional perspective
(cont)
•Engaging PR Professionals for Local/Regional events
• Brand-sponsored Events• Important for nationally and locally
focused blogs
• Personal Brand Event• Seeking national and regional
sponsorships• Focus on reach, charity involvement, brand
message tie-ins, etc.
“Think Globally, Act Locally”-Sarah Pinnix (@RealLifeSarah) via Twitter
• In addition to PR, don’t forget about the smaller, local companies that do not have official PR representation.
• Reach beyond just the advertising placement (although that is very important!)
» Build relationships» Help build social media plans for them» Work on ambassador programs» Be a voice
More on Connecting with Local Companies
PR & Monetization
Kelly WhalenTheCentsibleLife.com
JustCentsible.com
@CentsibleLife
Monetization Basics
• Set up an advertising page, and make a rate sheet or media kit which includes stats & advertising rates.
• Approach companies you want to work with, small businesses, local businesses, or set up CPM ads (IE Google).
Know your value
• Your blog is work-whether it's paid or not.
• Know what you want to get out of your work.
• Keeping in mind what your blog is, and your audience will inform every decision you make about earning money.
PR Etiquette
• Always respond with an email to PR pitches.
• If you agree to something, make sure you follow through. If you can not fulfill your obligation email the PR person.
• Remember not every contact has funding-many can only offer information and product samples.
• Maintain relationships through followup emails,on twitter, Facebook and LinkedIn.
Thank You!