Blogger relations: How do you navigate the relationship issue?

33230880_c94134b346_o1 Many posts have been written about best practices in the blogger relations arena. A few of my favorites were penned by Dave Fleet, social media strategist with Thornley Fallis and Brian Solis, principal of FutureWorks.

But this post is about something a little more specific: relationships.

The issue I think most of us in the PR/social media space may run into in the coming months/years is simple: Do we leverage our relationships with key bloggers online to the benefit of our clients? Do we put that trust at risk?

It’s not as simple as you might think.

Here’s the conundrum. For example, like many who may read this blog, I have relationships with many key PR bloggers across the country. David Mullen, Beth Harte, Shonali Burke, Rachel Kay and Dave Fleet to name a few. These folks are not only PR colleagues, they’re good friends.

If and when a client has a need for a blogger relations campaign that targets PR pros/marketers, do I use that trust and goodwill I’ve built up with these folks over the months/years to the benefit of my clients and their interests?

Some will say blogger relations is just like media relations. I beg to differ. Journalists have a job to do. They get paid for their work (although I know a few bloggers do get paid). They work with editors. They have assignments. They have a strict code of ethics.

On the other hand, bloggers are every day folks (not that journalists aren’t, it’s just a little different). They write about whatever the heck they want. They don’t have “bosses.” They’re people we know. And, most importantly, they’re often PR colleagues, and friends.

Much different, wouldn’t you say?

Maybe this example is too specific–after all, we’re only talking about PR blogs here. But, what if we’re talking about Mommy bloggers? Isn’t the idea to establish relationships with the bloggers before pitching them? Building trust by posting comments and interacting with them online? Wouldn’t that lead to the same situation?

I know a big part of blogger relations is building relationships. But, in building those relationships, do we put them at risk when we get around to actually making the pitch?

If you work at an agency or you’re a solo practitioner, how are you handling this issue? Do you take advantage of the online relationships you’ve built?

I’m curious to hear your thoughts.

7 Responses to “Blogger relations: How do you navigate the relationship issue?”

David Spinks on July 30th, 2009

This is an issue that I’ve faced many times as well. As the Community Manager for Scribnia, I had to reach out to bloggers. Lots and lots of bloggers.

Did I leverage the connections I already have with many bloggers such as yourself? Yes. It was tough because I didn’t want to come off like I was using anyone. I do value our relationships and I do find Scribnia to be a valuable tool for bloggers, so I shared it with my friends who I thought would like it.

I also think that it’s not definitely necessary to build relationships with bloggers before pitching them as it will inevitably be insincere if it’s all part of your business agenda. With momm-bloggers, I have little interest in what they blog about and will find it hard to be sincerely engaged in their community. Maybe it’s better not to force a relationship and just send a good pitch?

It’s a fine line but I think in the end, if you’re not sincere and you are just using people, it will show through. Only you know whether or not you’re building real relationships, or leads.

@DavidSpinks
Lauren Fernandez on July 30th, 2009

Here’s my thought, aligned with yours: Journalists are paid to get the story. Much of the time, they are assigned a story, and they might not like it. But they are getting paid, and they are held to different standards.

Bloggers are a different breed. Many times, they have full-time jobs in various industries, and blog around their schedule. Talk about journo deadlines — you have to be even more respectful of a blogger’s time. Research is also key – you HAVE To know what they are talking about. Bloggers have passions, and you see that in their blogs.

Good post, AH. I dig it.
TJ Dietderich on July 30th, 2009

There have been times where a client’s needs will line up with the area of expertise that a blogger friend of mine covers. I don’t want to use anyone for nefarious means, but if there is a legitimate match between my client and my blogger friend, then heck yeah I’m going to leverage my friendship. I wouldn’t guilt a friend into covering a topic, but I’d be a terrible friend if I was told, “Why didn’t you tell me you were working with X? I would have liked to weigh in on that.”
lulugrimm on July 30th, 2009

Good post Arik. I think this is quite simple in a lot of respects. Having the relationship should make the transaction far simpler than media relations. Like knowing a reporters beat, developing a relationship and respectfully pitching relevant things to him/her, blogger relations shares similar characteristics with a stronger emphasis on the relationship. It is likely the blogger and X person connect on shared beats, interests, possibly industry, etc.

I believe that if there is an opportunity to leverage that relationship and beat of the blogger, then it only makes sense, but it has to be relevant and not just some lone post promoting, discussing or presenting something irrelevant to the bloggers normal focus. I believe it depends on the topic and as others have mentioned the nature of the relationship.

I second Spinks… If you’re faux, you’re faux and it is pretty evident.
Danny Brown on July 30th, 2009

How about looking at it this way? The relationship and the trust is already there, as you say. Wouldn”t it be better to look at using the combination of trust and experience that you know your connections have, as opposed to someone whose information you may have received from a certain niche recommendation?

I’ve actually written a blog post for Dave Fleet for the Zoompass mobile payment launch (Thornley Fallis handle the account). Dave knew my expertise and background for both marketing and telecoms, so it was a good fit.

I think knowing that you’ve handed a pitch over to someone who will give you an honest post (as opposed to one that may just be for the “swag”) ensures your client is looked after, and you’re strengthening the relationship with your friend because of your trust in them and approach?
Mike Pilarz on July 30th, 2009

TJ makes a great point that I think is worth expanding on: you’re only putting the relationship at risk if you’re intentionally offering a pitch that is completely irrelevant, which is harmful both to the client (a waste of their budget and damaging to their credibility) and your friendship with the blogger.

But if what you’re pitching matches up with what a blogger is covering, why not capitalize on the relationship? Everyone wins.

These are good questions, Arik. Thanks for raising them.
David Mullen on July 30th, 2009

I share RELEVANT pitches/ideas with my blogger friends. Of course, as others have mentioned here, relevant is the important word in that sentence. And there’s no expectation of a post, but if they’re interested, I’ll help get all the info and media they need to write their opinions.

As a blogger, I have no problem with my online friends sharing ideas with me for posts. If it’s something I’m interested in, I’ll write my thoughts on it. If not, no big deal.

That’s my take. As you know, though, my opinion and five cents will get you a nickel’s worth of bubble gum.