1. What makes a blogger different from a journalist from the point of view of a PR pro?Although both are very similar in the fact they are both publishers of news, views and opinions, bloggers and journalists differ in a number of ways. The first one being is that, unlike journalists, bloggers generally aren’t paid to write and thus don’t treat blogging in a professional context. You will often find that people blog purely for the enjoyment of it, whether this comes from writing about their passions or connecting with like-minds around the world.
2. How should PR pros approach bloggers?
Because bloggers aren’t usually paid to write and often do it in their own free time do not expect to approach a blogger like you would a journalist. Remember this is social media (emphasis on ‘social’) so sending a press release or some other kind of unsolicited email without any prior personal contact may not go down too well.
3. How can bloggers contribute to online PR? In Romania for example bloggers take part in online campaigns.
I’m not so sure you should be thinking how can bloggers contribute to PR, but more along the lines of how can PR contribute to bloggers. The key thing to create positive word-of-mouth within social media is to provide something of value. That is, really understand your audience and what makes them stick and try to provide something of value to them that is mutually beneficial.
4. What is the golden rule in the communication with bloggers?
If I can give you three golden rules I’d say:
a. Know what the blogger writes about and make sure what you have is relevant to them;
b. Look to build relationships with them. Don’t just send them a press release out of the blue;
c. Understand that bloggers don’t usually think nor act like journalists do.
5. What are the most common mistakes PR pros make in the communication with bloggers?
As already mentioned, I think the most common mistake, and potentially the worst one too, is treating bloggers the same way they do journalists. Doing this opens the communication up to so many issues such as having you, your agency and your client named and shamed in public.
Many thanks to Stephen Davies for answering the questions!
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