Brands and PR Firms: Creating Long-Term Relationships

Recently, I attended the 2013 Type-A Parent Conference in Atlanta, GA.  It was a fabulous weekend filled with tons of useful content.  This is the seventh in a Better Blogging Education Series of posts where I’ll be summarizing my notes from specific sessions that I attended.  Here’s what’s been covered so far:  Pinterest & Instagram SessionShort Form Video SessionWriting Engaging Content SessionMobil Blogging Strategies SessionGoogle + Session, and the Blog Monetization Session.  In each post, I’ll be crediting back the individual speakers and providing you with their social media channels so that you can follow them.  If you are looking for a fun weekend of bonding and great education, I would strongly urge you to consider attending the 2014 Type-A Parent Conference.  Also being held in Atlanta next year, you can find more information on the conference and the ticket availability HERE (affiliate link).

Brands and PR Firms, Creating Long-Term Relationships from session at Type A Conference (www.memyselfandjen.com)

Moderator:
Melanie Nelson, @chiliheadwww.bloggingbasics101.com

Speakers:
Amy Clark, @momadvicewww.momadvice.com
Linda Sellers, @createdigital, www.createdigital.com
Gail Weiswasser, @mxmsocial, www.meredithxceleratedmarketing.com

 

What are PR Firms / Brands Looking for from Bloggers?
  • It depends
  • Sometimes it’s numbers
  • Sometimes its content reach
  • Usually it’s your overall social footprint
  • Consistent content and the ability to spread it across social platforms
  • Remember that some companies are great, some companies are clueless
  • Professional when engaging
  • Stay with the brands that really ft with you
  • Deliver on time
  • Do exactly what the client asked and give maybe a little more
  • Campaigns and budgets are already set prior to reaching out to bloggers
How do you determine as a blogger to do for free?
  • As a general rule, don’t work for free
  • But look at the big picture.
  • Some may will take a free project turn in to something bigger down the road.
  • Free Ambassador or a Paid Spokesperson – no way
  • How professional is the pitch?  Be willing to make the case if the situation is professional.
  • Is it an opportunity that you are interested in?  Make suggestions and recommendations
  • Present a compelling case about how valuable your services are.
  • Be faithful to YOUR brand = YOU
  • Have a rate card
  • Remember that most campaign budgets are set prior to reaching out to the blogger.
What’s the next thing that agencies are going to want bloggers to do?
  • Video posts
  • Video campaigns
  • Radio media tours
  • Podcasting
  • Pinterest
  • Photography
  • Mobile design
  • Instagram
  • Longer term relationships
  • Collaborative relationships with bloggers and brands
What about joining / participating in Facebook groups to inflate comments and entries?
  • Agencies know they exist, but they hate this
  • They can tell that the same people are commenting on everything and you will get penalized for it.
  • Clients want to see that you are making a difference authentically, not manufactured.
  • Some agencies look at automated analytics and don’t worry about it
  • These groups are getting the word out sometimes, so it depends on the objectives of the client
  • bitly links can track path to purchase, but just click throughs
Final thoughts:
  • Some brands (at higher levels) will want you to travel to their offices.  Know what’s in your contract if you have travel limitations.
  • What is going rate?
    • It’s ALL variable
    • $200 – $2,000 for a sponsored post, depending on the type of writing for the brand and how big your site
    • $4,000-$20,000 for Spokesperson, depending on contract terms
    • There’s no set rate scale for the industry.

Do you work with brands?  How did you go about calculating your worth?

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