Why Bloggers are Essential to Your Media Relations Campaign

Did you know that 8 in 10 internet users trust information and advice they get from bloggers, and that 6 in 10 have made a purchase based on a blogger’s recommendation?

What if I told you that 63 per cent of consumers are more likely to be influenced toward purchase by a blog than a magazine?

Blogger outreach is becoming an increasingly important element of a successful PR campaign. Traditional media sources such as TV, radio and print used to be the only way to share stories, ideas and opinions – but as we know, sharing information via the internet has allowed information to be available at your fingertips within seconds.

What is it about blogs?

Honesty and trust: Bloggers share personal opinions and reviews that readers trust to be honest and authentic. The average person has exposure to roughly 600 advertisements a day. It doesn’t take long before people start realizing ads are intentionally placed to make you feel as though you need or want something.

• Blogger benefit: People trust real people. When they can put a face to a name and feel as though they can relate on a personal level, that trust provides more value than any other form of communication.    

Influence and leadership: Some bloggers are just as influential as journalists. Most news outlets reach a certain demographic and, depending on their scope, may not be your target demographic. Bloggers are seen as thought leaders and can generate massive followings.

• Blogger benefit: Look at your campaign goals and think about your demographic. Would they be more influenced by way of traditional media, blogs or both?

Trend starters: Due to the mobile generation, bloggers have begun to actually share news before media can even become aware of the story. With blogs being the first source for information, traditional media outlets often reference blogs to provide credibility and value to their own stories.

• Blogger benefit: Bloggers live in the real world and blog anywhere on the spot, giving them an upper hand when it comes to timeliness. People no longer need to read the news paper tomorrow morning to find out what’s happened the day before – they turn to social media to find out what’s happening now.

Social amplification:  It’s every brand’s wish to have something they’ve created “go viral.” Blogs are the landing pages which are then turned into links to be shared though social sites such as Facebook, Twitter and Reddit. Bloggers create social sharing opportunities that traditional media often cannot.

• Blogger benefit: Bloggers want their content to go viral because of the fame that could result. From sponsorships to media coverage and increased followers – it’s in their best interest to work with you. Aka, a huge win/win.

Don’t just take my word for it  – take a look at these three outstanding blogger outreach campaigns to get an idea of how beneficial blogger campaigns have been for other brands.

So the next time you are planning a media relations campaign, ensure that targeted blogger relations component is included to complement your traditional outreach. This combined approach will optimize exposure, influence and engagement for your brand.