Wednesday, 15 August 2018

PR TIPS FOR BLOGGERS (From A Girl In Digital Marketing)


PR TIPS FOR BLOGGERS FROM A DIGITAL MARKETING EXECUTIVE AND PR

As someone that deals with bloggers, influencers and the like on a weekly basis at my job, I wanted to give some tips to bloggers that might feel as if they never see hide nor hair of PRs opportunities in their email inbox. There are reasons for this. Now, these tips won't apply to every campaign, brand or email you receive, but it's just general advice that I've picked up on the other side of the computer.

Numbers do matter
Sorry guys, but they do. I know there has been an influx of tweets recently, about how micro-influencers product better content and photos, but that's because they're simply not receiving a whole lot of 'free' product. You’re more likely to want to impress if it’s your first PR package ever.

Round-up reports sometimes have a big fat number at the end (obviously this depends on the campaign!) to show the total reach that the PR company have gathered for a brand, product, event or such. It just doesn't really make sense to send product samples to very small bloggers unless there is a distinct reason - sometimes brands need and want brilliant product photography that they can utilise on their social channels, for example. Or an influx of reviews. Smaller bloggers are also more likely to write about products that they receive. There are often layered campaigns - so smaller bloggers are utilised as well as the larger ones for maximum reach and coverage.

When people talk about "micro-influencers" they aren't talking so micro that you have 500 followers. It's usually more like 7000-10,000. Generally, "micro" is more than 5,000. But then again, everyone has a different opinion on what that is. After all, this is a new industry. There is no "standard" name for different audience-sizes of influencers. It would take a whole other ten blog posts to explain just how structured, developed and layered some campaigns are, but I hope this gives a small insight into why numbers do matter, and anyone telling you that they don't, are lying, or leaving out the fact that they also need to work with influencers with a significant following as well as sally and her 5000 followers.

Relationships are a huge part of PR industry
This extends way past PRs, but in any industry, you're far more likely to work with someone that you already have on your database over someone random. As someone that occasionally does outreach, I'm always going to go to people I already follow on Twitter for opps as I see their content a lot and interact with them sometimes - with PRs, they'll have databases, but if they know someone, they're going to get the opp if they've done a great blog post before for the brand. Side note: PRs see the other side of blogging, too. I posted an opp a while ago and had about 10 girls follow me to ask about it, and once I'd sent their details to the brand and it was confirmed, they unfollowed me. Just keep it simple, people. You look silly. You don't need to suck up, follow and like ten photos to get an opp. Just express your interest.

Short and sweet, people
If you pitch yourself to someone, keep it SUPER SHORT. If someone is managing campaigns, they won't have time to read why you're amazing. Just include your stats and what you're offering in it's most basic form. Media kits are helpful too but don't forget to write a little bit about you in the actual email itself, as most of the time it won't get clicked on unless you're looking like someone worth working with.

We aren't reading the 'about me" page before e-mailing
If you're a beauty blogger with clear skin and a brand emails you about reviewing acne treatments, please learn to accept that this is the industry that you're in. People will have a tight deadline sometimes and do not have time to delve into the deep depths of your blog to decide whether or not you're suitable for a campaign. Even beauty editors at Cosmo will get sent stuff that isn't right for them, yet your average bloggers on Twitter seem to have this weird self-entitlement surrounding them as if PRs will check every nook and cranny of a blog to make sure the opp is "okay for someone" before sending. In reality, there are thousands of bloggers out there, you're probably one out of 100 emails sent out for PR samples. Stay polite and nice. If an opportunity isn't for you, if someone spells your name wrong, or god forbid calls you Becky when you're Sarah... People on the other side of those emails are human and they may not have had their coffee that morning.

It's not personal
If you have any idea of digital marketing, you'll know just how hectic the office gets when you're orchestrating brand collaborations (alongside other work like managing social media pages)

If you are offered an opportunity, please don't take it as "I definitely have this" - PRs are usually talking to a lot of other bloggers and clients will often reject people mid-way or want a different sort of vibe. And it's not just bloggers that clients want to get in contact with, it's a whole host of other outlets such as higher-scale coverage. As a blogger myself, I am on the receiving end of this treatment, but generally there just isn't the time or care to e-mail everyone back saying "sorry, not this time!" when there is other (more important) work to do. I don't think that anyone is sitting there like, "Haha. I didn't e-mail BeautybySarah101 back",  I just think that there are bigger fish to fry. A PR or agency does not need to worry about cutting off a blogger.. as truthfully, there are just so many more in an over-saturated industry. However, annoying the beauty editor of a large publication, or aradio station? Well, that'll probably be an issue in the future for clients. It's a cut-throat industry, so if you feel ignored, try not to take it personally!

Going silent
It goes without saying, but if you say you're going to be somewhere, and then don't turn up, you're not going to get another invite again. Just send a quick e-mail if you can't make it somewhere. I mean, this is basic common sense/manners, but I'm including it for a reason. The bar tab or free tickets could have gone to someone else.

One side note that needs mentioning: Unless you have a serious reason (and it's your absolute last resort) to slate or "expose" a brand/PR/Agency on social media, refrain from doing so. Seriously, it looks wildly unprofessional. And as a blogger, freelance or just a couple of times a week, you are a professional when dealing with agencies and brands. Keep your reputation in tip-top shape!


I hope some of these tips were helpful!

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