Bloggers: things to avoid for a good, long-term relationship

It is clear for all to see that the Belgian blogosphere has undergone a major development over the past few years. The magazines Le Vif and Knack Weekend have even presented ‘Weekend Blog Awards’ every year since 2012. Often followed by hundreds (sometimes even thousands) of fans, bloggers are now considered fully fledged influencers, whatever the sector (news, travel, cars, health, arts, web, technology, fashion, etc.). Henceforth, they form an integral part of the stakeholder group to be considered in a PR strategy.

While journalists and bloggers are basically in search of the same thing, that is fresh, unique information, it is nevertheless advisable to take account of certain specific features before entering into contact with a blogger. Ten tips to follow:

• Selection: just as you will not pitch just any journalist, make sure that the blogger is interested in your business or your product. It is also important to realise that some blogs are highly specialised. For example, there is no point in trying to promote just any food product with a vegan blogger!

• Personalisation: few journalists will be upset by a very impersonal invitation to a press event. Bloggers, on the other hand, expect more personalisation. Particularly if you have already worked with them in the past.

• Dialogue: respect the bloggers’ editorial line. Offering them the chance to organize a contest with your products as prizes while imposing the entry method will not go down well. Instead, go for dialogue and talk to them about what best corresponds to the identity of their blog. Of course, you can always ask them to preview the competition to check that the factual data are correct.

• Clarity: express your request clearly. Explain what you expect of them: how many posts on social media, what timing, which hashtags, etc. However, as for a journalist, do not try to influence the content of these publications.

• Moderation: do not send them all your press releases. Only include them in your mailing list if the subject really concerns them. Inundating them with emails could adversely affect your relationship with them.

• Content: do not expect them to reproduce the elements of your press kit just as they are. Bloggers like using their own content, taking pictures and sharing their personal impressions. Of course, there is nothing to stop you sending them more details about your business or your product, for information.

• Win-win: think about sharing bloggers’ publications on your business’s channels. Increasing the visibility of these publications benefits not only the blogger but also, indirectly, your company.

• Timing: although the blogosphere is becoming more professional, many Belgian bloggers are still amateurs with another job, in addition to their activity on the net. So it is important to take account of their time constraints. If you are planning to invite bloggers, it is best to schedule activities in the evening or at the weekend.

• Experience: on a press trip, don’t wear bloggers out by planning too many visits. What bloggers want is to really experience, and for that they must have enough time to fully benefit from the activities. Offering them some free time to explore the city by themselves can also be an option.

• Remuneration: it is not yet usual to offer Belgian bloggers financial remuneration, even if that may happen occasionally. On the other hand, offering them a product is common practice.

Given that a Research Now survey shows that for consumers aged between 35 and 54 years, blogs are the second source of influence (after friends, family and colleagues), it is certainly worthwhile doing everything possible to maintain good relations with these new influencers. Even for those whose PR strategy already seems well established.

Ariane Goossens
Associate Consultant