Extra Credit Blog
One of the most important tasks of a PR professional is to determine the best marketing tactics for their clients. Releasing information for bloggers to post on their blogs can be an efficient way to get the word out about a company, brand, or product. Bloggers have become strategic influencers on consumers’ behaviors. In an article published on PR Newswire, titles “In the Dating Game of Blogger Relations, Which Suitor Are You?” the author portrays four different types of blogger relationships comparing them to contestants on a dating game show. Whether the PR practitioner is intending to form a long-lasting relationship to the blogger, where the blogger constantly endorses the brand, or just a one-time mention on a blog, it’s important to keep in mind potential outcomes that are beneficial for the brand’s marketing in the future.
The first example is when a PR practitioner does not see potential for a blogger/brand relationship in the future. With that being said, it’s important to remember that bloggers are not a replacement for traditional marketing, blog posts are just an aid in consumer awareness. Another example is when a blogger is seen as a benefit to the brand, but is only needed temporarily, possibly for a specific campaign. The most concrete relationship is established when a blogger understands the benefits of investing their time in marketing a brand, providing feedback to the PR professional.
I think this article is a relatable take on how blogging can be a beneficial way to market a brand. Keeping in mind these types of relationships that can be formed with bloggers, a PR practitioner can plan and carefully research what types of bloggers are suitable for their client’s brand, as well as how deeply involved they want to get with the blogger.