They’re looking for taste-makers, of course; they’re also looking for brand ambassadors; they’re looking to get married rather then just getting lucky; and they’re hoping that the enthusiasm of being associated with a real PR campaign from a recognized brand is enough (for now).
And, what they’re really hoping–all except a very few clients (and those are really just in it for the links, I’ll be honest–is that that boundless pride and excitement really translates into an irresistible, passion-infused, post that no longer ever happen in mainstream media.
They’re not looking for neutrality or objectivity–they’re happy with fanboys, fanbois, and bona fide enthusiast-obsessive, but they’re more excited that the end-result is organic, hearth-felt, and extemporaneous–what each earned media blogger wants so say rather than saying what he or she thinks we want to hear (which, like I said before, almost always sounds like the forced song-and-dance of a veteran used car dealer).
Anyway, there are loads of mommy bloggers, sports bloggers, gadget bloggers, tech bloggers, and sundry other topics and categories–none of whom are in their top-50–who have decided that they’re not citizen journalists but something more along the lines of the paid circulars in the paper or the “paid advertising” or “advertainment” section of most commercial magazines.
That’s fine. But because most blogger outreach campaigns are resource poor and their agencies a little lazy, the experience of most blogger outreach campaigns don’t go very far down the list of bloggers–or are restricted to just a certain class, PageRank, Klout, or Compete score, all they ever get is a load of jaded mercenary bloggers who readily hold their posting ransom, posting–or dropping links–only for the highest bidder.
The reason is simple: most brands are not national or global enough to command the attention of the real top bloggers. These bloggers have mostly maintained a semblance of journalistic and community integrity–being honest and open in their review, coverage, or sharing; however, they also have a strong level of discernment as to what they will cover, when they will cover it, and what sort of terms their article or post will follow (first right of refusal or first post or an ability to leak before an official announcement, etc).
They’re looking for taste-makers, of course; they’re also looking for brand ambassadors; they’re looking to get married rather then just getting lucky; and they’re hoping that the enthusiasm of being associated with a real PR campaign from a recognized brand is enough (for now).
ReplyDeleteAnd, what they’re really hoping–all except a very few clients (and those are really just in it for the links, I’ll be honest–is that that boundless pride and excitement really translates into an irresistible, passion-infused, post that no longer ever happen in mainstream media.
They’re not looking for neutrality or objectivity–they’re happy with fanboys, fanbois, and bona fide enthusiast-obsessive, but they’re more excited that the end-result is organic, hearth-felt, and extemporaneous–what each earned media blogger wants so say rather than saying what he or she thinks we want to hear (which, like I said before, almost always sounds like the forced song-and-dance of a veteran used car dealer).
Anyway, there are loads of mommy bloggers, sports bloggers, gadget bloggers, tech bloggers, and sundry other topics and categories–none of whom are in their top-50–who have decided that they’re not citizen journalists but something more along the lines of the paid circulars in the paper or the “paid advertising” or “advertainment” section of most commercial magazines.
That’s fine. But because most blogger outreach campaigns are resource poor and their agencies a little lazy, the experience of most blogger outreach campaigns don’t go very far down the list of bloggers–or are restricted to just a certain class, PageRank, Klout, or Compete score, all they ever get is a load of jaded mercenary bloggers who readily hold their posting ransom, posting–or dropping links–only for the highest bidder.
The reason is simple: most brands are not national or global enough to command the attention of the real top bloggers. These bloggers have mostly maintained a semblance of journalistic and community integrity–being honest and open in their review, coverage, or sharing; however, they also have a strong level of discernment as to what they will cover, when they will cover it, and what sort of terms their article or post will follow (first right of refusal or first post or an ability to leak before an official announcement, etc).