So today I’m letting you in on a few secrets – we’re going behind the scenes into the world of blogger outreach as a PR. Obviously, I can’t go into too much detail as I can’t divulge anything specific about what I’m doing or what clients I’m working on, and I should also highlight that the way I work as a PR could be completely different from what others in the industry (or even in my company!) do. But I do know that a lot of bloggers feel that the world of working with PRs and companies can be very secretive and hidden, so I wanted to let you into it as much as possible so you can see how we work and maybe understand it a little better and how you as a blogger fit into it.
I did intend to do this post as a sort of “day in the life”, but that’s really not going to work as you’d get bored of seeing my computer screens, keyboard and mouse, maybe a quick shot of the meeting room and my lunch, but not much else all day long! Due to our job being a big team effort, it’s easier to talk through the process as a whole when working on a project that we include bloggers in.
At Bronco, I’m part of the Digital Media Marketing team – there’s a bit more info about it and how we’re different from “content marketing” on that page. My job is primarily blogger outreach, but I am also largely involved in everything else we do as part of that team.
The first thing is that we’re working to a specific timeline that has a beginning and an end – what this means in short is: we have a deadline. We have campaigns that run between 3 and 6 months, with lots of forward planning and a particular project usually focusing in on a particular month, but some run into multiple months depending on the type of project it is. In the run up to a project, we’ll have had a brainstorm to pull together several ideas for the specific client; these could be time sensitive, so based on Fathers Day or Christmas for example. We’ll then narrow it down, choose an idea to run with.
So we’ve got a big list of ideas – how do we get from those down to a single one to run with for that month? We’ll generally look at what’s popular right now (we want to be on trend, right?), what bloggers and influencers are talking about, how our client fits into that, and which ideas we have that will work for that at the specific time. We also have to consider what types of work we can do in the time we have scheduled, whether it needs a big website build to run or whether it’s a simple content based press release. Once we’ve chosen the idea, it goes onto the next stage.
At this point, there will be lots of research happening at our end. Whether that means us carrying out a survey on the client’s behalf, finding out the facts ourselves or using information the client has already provided us depends on the idea itself.
Next up, the team will all sit down together, sometimes in our meeting room, in our “breakout” area or the Broncoplex (yes, we are that awesome!), and finalise all the details on it. If we need a design piece creating, we visualise the idea together before letting the in house designer go wild on it, so that we’re all agreed on it and know what the final piece will look like.
Every project we create is something that will be engaging and informative to the consumers, whether it’s a news based press release, an infographic, an interactive website and so on.
Once the project is complete, we will start publicising it. Some will go out to relevant news or press outlets (and this could be in a huge number of industries!), and onto bloggers later, whereas others are projects targeted directly at bloggers so will go straight to them. Since this is the most relevant part for most of you, I’ll break it down a bit further!
Hope that makes it a little more clear about what’s going on at the other end of your emails! If you have any questions, make sure to comment below or tweet me at @xrebel_angelx with the hashtag #BlogPRrelations, or to ask a question to someone else in our team (if it’s a part other than Blogger Outreach you have a question on), tweet @Bronco_Media with the hashtag #BlogPRrelations.
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