Bloggers, PRs, Brands, journalists and SEOs – who does what to whom

I was at the Tots 100 Blog Summit this weekend. It was, as ever, an excellent event with interesting and knowledgeable speakers, good company and excellent food.

The final session was a panel with PR people talking about working with bloggers. It strikes me, having a foot in four of those camps I might be able to shed a little light. (And yes, you can insert quadruped joke.)

Bloggers

What they do?
They keep an online journal of whatever they choose. Mostly it’s a creative outlet or a chronical. Usually the style is personal and from the blogger’s point of view. Occasionally it’s the basis for a business.

What they want?
Money. If someone will pay them to do more or less what they’re already doing, they’ll be delighted. If they get paid a few times, they’ll get a taste for it.

Stuff. See above. Bloggers, like everyone else like to get things for nothing.

Kudos. Bloggers are flattered to be given the inside track on new things, to be made to feel special. Particularly if the subject is of interest to their readers.

How they get it?
They may ask outright for stuff or money, and they may make themselves visible by joining groups, rankings and meeting people. They might explain outright on their blogs what they want, from whom and why.

Don’t say
Pop this press release onto your blog would you? There’s a love.

Do say
I love your blog, please come to our prestigeous and relevant event where we will tell you all about something we hope you’ll love.

Journalists

What they do?
They are paid to write what their publication wants them to. In the main, their opinion doesn’t matter, unless they are reviewers. They are unlikely to be very motivated by free stuff (although it can help). It’s mostly professional and rarely personal.

What they want?
Good stories and an easy life. Sometimes they want information. They see hundreds of press releases every day which is really tedious so like to have something that stands out. They also want the truth.

How they get it?
They look for stories all over the place, but being a news hound is tiring so they love to have a great line or case study handed to them.

Don’t say
Did you get my press release? Why didn’t you use it? 

Do say
There’s a great tale to our new product/service and we haven’t told anyone else. Do you want to know? 

PRs

What they do?
They – either working for an agency or in-house – try to get as much positive coverage as their client or boss wants. They also manage negative news and deal with communciation within the organisation. This can also include running events and doing the social media on behalf of whoever pays them. 

What they want?
They want their client to be happy. That could mean getting the word out far and wide, changing perceptions of their client or managing how the client deals with the media (which these days includes amateur publishers such as bloggers).

How they get it?
They form relationships with publishers in order that their client’s message gets a favourable hearing. They help their client identify the best way to present themselves to the world. They don’t very often spend money directly on publishers. This is strictly professional and their loyalty is with the client. 

Don’t say
You’re getting paid, why can’t you get some money for me and I’ll use your press release? Or your client is shit, what are you going to do about it? 

Do say
I’m interested in your client please can you tell me more. Or, what you’ve suggested isn’t of interest to me this time, but thanks anyway.

Brands

What they do?
They conduct their business in order, mostly, to make money.

What they want?
To sell more of their stuff, support their staff and live happily ever after. 

How they get it?
Apart from having good stuff to sell, obviously. They employ individuals or agencies to help them. They pay PRs to help promote what they do in the media (including bloggers etc) and they pay other professionals – such as digital marketing people (SEOs) for implementing specific keywords and using optimized photos etc, or they spend money on advertising. Whatever they do they like to get a return on their investment. 

Don’t say
I’m a blogger, give me free stuff. 

Do say
I’m interested in your product as it’s relevent to me and my readers, who’s the best person to talk to for information/about advertising.

SEOs

What they do? 
Here’s where the arts get a little darker. These are people who are employed to improve the brand’s chance of being found in a Google search. 

What they want?
Mostly all they want is whatever Google wants. This is often good links from authoritiave websites. They might want their words and links placed on a site, or they might want them created by the site owner (blogger).

How they get it?
A variety of means, fair and foul. They might just ask. They might offer ‘guest posts’ or links in exchange for money. They don’t really care what you think of the product or what your blog’s like as long as it furthers their cause. They usually have a budget to spend to make this happen.

Don’t say
I’m outraged you haven’t read the last dozen posts on my blog and don’t know that I am allergic to almonds (or whatever).

Do say
OK. I’m busy too, let’s get down to business. Here are my rates and my promise of a professional service.