As the blogging movement in Australia grows, so too does it become a beacon of interest for brands and their PR and marketing agencies.
Over the past year PR people have latched on to bloggers as additional means to get their clients’ message out into the marketplace. All good so far.
However, as the blogging space is still coming into its own in this country, there have been plenty of missteps by PR peeps. I’m hearing the ‘war stories’ all the time – bloggers get antsy because they are being targeted by PR people who have not done their homework. “They just keep sending us press releases,” the bloggers are saying. “They’re pitching us irrelevant stories!”
New to the space
This is not, however, a one-way street.
Bloggers themselves, also new to the space, are often unaware how to best deal with PR companies. Journalists get used to PR pitches pretty quickly – it comes with the territory and to be frank, if there was no PR industry the media world would be in a power of trouble because journos would need to do a heck of a lot more legwork.
Bloggers, however, are not journalists. Often they’re not paid to write, they do it for love. They also have tight communities of readership they’re highly connected to. This makes them valuable to brands in the right circumstances. It also means they need to be seen to be doing the right thing rather than merely shilling for some random product. An audience’s trust in a blogger can be a fragile thing, and many bloggers understand this all too well. Authenticity is king and queen in this space.
Which leads to a new event on Thursday, December 8 in Sydney – the Blogger Relations Forum.
Organised by SEO and social media agency Switched on Media, the forum aims to address the relevant and timely topics surrounding blogger outreach.
According to Switched on Media spokesperson, Hannah Demilta (pictured):
Main themes for the day will include:
How do agencies work with bloggers? How do bloggers work with agencies? What’s ok and what’s not? And how can this relationship be mutually beneficial?
The following issues will also be explored:
- What new ways are bloggers and brands working together?
- What are the ethical issues involved in blogger relations?
- What are some myths about working with bloggers?
- How can agencies and bloggers build better working relationships?
- Where is the Australian blogosphere going next?
The panellists have been drawn from some of Australia’s most popular and recognisable blogs across fashion, travel and mummy and the agencies/brands they work with. While the panel topics are divided among specific niches – the themes and outtakes will be applicable to all.
Who should attend?
Any blogger, brand, agency, company, marketing or PR professional who is interested in learning more about working togther. This event is a must-attend for anyone currently working in the blogger outreach space. Or those wanting to learn more about how it might benefit their own blog, brand, or client.
Hannah says the event came about because “we saw a need for a more formal discuss between bloggers and agencies. These comments and opinions of how to work together are happening online right now from both sides. This event will hopefully give both brands and bloggers a chance to learn and discuss.”
“Switched on Media has been working with bloggers for quite some time now, but how we interact with bloggers is evolving and changing. Clients are now coming to us wanting to learn more about ‘mummy bloggers.’ These niche markets are quite influential and are gaining more traction in Australia.”
PICTURED: Caz & Craig Makepeace
- Emily Fang, Little Black Book
- Margaret Zhang, Shine by Three
- Joelyne Karan, The Sydney Girl
- Steven Millward, Westfield
- Caz and Craig Makepeace, Y Travel Blog
- Brooke Schoemen, Brooke vs The World
- Lauren Frisky, The Life That Broke
- Brenda Gaddi, Mummy Time
- Mrs Woog, Woogsworld
- Emma Healey, What’s in Emma’s Brain.com
- Lorraine Murphy, Naked Communications
” If there was one thing I would want an attendee to takeaway from this event, it’s an understanding of how to better communicate with either agencies or bloggers,” Hannah says.