What are blogger relations?
Blogger relations are an important discipline for communication or more specifically for content-marketing in Germany, which wasn’t the case a few years ago. Blogger relations had hardly played a role and bloggers were rather smiled upon and thought be be dubious. Meanwhile this has changed. There are bloggers in nearly every topic area who have assumed the capacity of opinion leaders (influencer, multiplier, alpha blogger).
Public relations are well advised to integrate bloggers specifically in concepts of communication. Meanwhile bloggers have become seismographs, recognising trends early and shaping opinions and thus influencing journalists of online and print media.
Handling bloggers: How to reach the influencer
Blogger relations are not press work. For a long time blogger relations were seen as a development of classical media work. This assumption lead to fatal mistakes in communicating with bloggers. For it doesn’t work to send press releases to bloggers and wait for them to write about it. Bloggers don’t function like journalists. Many bloggers are open and ready to cooperate, but don’t want to be seen as cheap advertisement alternatives. Bloggers want to communicate eye to eye. But especially bloggers want to be taken seriously and expect an authentic interest in their blog and topics. This requires a reasonable analysis of their blog and the topics they write about.
In corresponding with bloggers, professional and private lives are mixed from time to time. This needs to be considered, when defining the time frame of blogger relation efforts.
Blogger relations are not sole campaigns but require a constant process similar to classical press work. Only by maintaining a cautious care in relations can blogger relations gain a positive effect in the long run.
Blogger Events: Personal contact and exchange with bloggers
A good method to reach many bloggers at the same time are blogger events. Example: One of our clients from Great Britain launched their hair removal products in Germany. As the first step was to achieve publications on blogs, we had created a list with selected bloggers writing on beauty and lifestyle and invited them to a kick off event in Hamburg. Already during the event first posts were made via social media.
All bloggers got products to test and many had documented their positive experiences in their blogs and shared the posts through their own social media canals.
Further more we participated at a blogger event in Frankfurt where a dozen brands were confronted with mostly young bloggers. Almost 50 conversations could be held in one day – with high publication success rates. This resulted in print and online media showing interest which lead to requests and further editorial contributions.
Bottom Line: When introducing a product bloggers prove to be a good start to achieve a fast wide reach in publications for target audience without scatter loss. Personal relations on private levels can also be built to further strengthen emotional bonding.
Blogger Relation Agency: The Advantages
Take profit from collaborations with bloggers through professional blogger relations of an experienced agency:
- Readers trust authentic authors (→ Bloggers) more than advertising and sometimes more than articles written by classic journalists
- established bloggers enjoy credibility and mostly also wide scopes
- some blogs are quoted by classic media
- bloggers secure a fast distribution of their topics on social media platforms
- experienced bloggers are good trend barometers
- readers often identify themselves strongly with bloggers, as both parties belong to the same target group due to age and interests