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Like many other mommy bloggers out there, I get more than my share of e-mails from PR firms hawking everything from makeup to drug testing kits to baby food. Once upon a time, I simply responded to those that interested me and deleted the rest, but lately I've noticed that the e-mails are becoming more aggressive. More and more PR reps are pretty much demanding responses from me to their e-mails about their office products or their toothpaste or their new TV miniseries and they're following up repeatedly until they get one. You know what? I have four kids and three freelance writing jobs. I'm busy, and so are all the other mom bloggers I know. I don't appreciate your attempts to force a reply to an e-mail I didn't even ask to receive. So lately, I have been responding, but maybe not in the way they'd expected.
Hi Kimberly (I wrote recently),
I write a humor blog about my personal life. I also do product reviews. This press release doesn't really fit into either category. However, if Big Deal Toothpaste Company would like to pay to advertise on my blog, I'd be more than happy to discuss my (very reasonable) rates.
Best,
Lindsay
Hi Lindsay,
I don’t handle advertising for Big Deal Toothpaste Company, so I can forward it on to the correct person.
Thanks for letting me know.
You don't handle advertising? You mean, you don't handle paid advertising. For some reason, mommy bloggers, the very ones who have the attention and loyalty of a crucial advertising demographic, are being viewed by some corporations as uneducated, snot wiping suckers who will be so excited to get that e-mail from Madison Avenue that they'll drop all their blog posts containing scintillating confessions and intimate glimpses into their lives, opting instead to post a free press release for Big Deal Toothpaste Company! Of course!
Forgive me, but I think that if Big Deal Toothpaste Company has the money to create multi-million-dollar advertising campaigns, then surely they have the $15-$30 it takes to pay for their advertising on a mommy blog, without resorting to cajoling us into writing about them for free.
On the other hand, there are a number of PR firms who are doing things right. I work with several PR reps who've become online friends, who actually read my blog from time to time, and whom I enjoy helping out by posting an honest review of their products (because the good PR firms insist on honest reviews) whenever I can. I feel bad for them, because I think that the increasing number of irritatingly bad PR firms are making their jobs harder.
So for all the PR firms out there trying to get the attention of mommy bloggers and their readers, I'm creating a list of Do's and Don'ts. Leave more Do's and Don'ts in the comments and I'll add them in and link to this post in my sidebar beneath my e-mail address, so that we can all let PR executives know how we want to be treated.
DON'T:
- Expect us to give you free publicity/advertising without offering anything in return, particularly if your client is a billion dollar corporation. If we're not worth a little extra effort on your part, then you're not worth ours.
- Send us all of your press releases without even including a personal note. You're sending e-mails to our personal e-mail address, not to a newsroom, and finding random press releases in our inbox is the equivalent of getting spammed.
- Subscribe us to your client's newsletter. That is so. Freaking. Annoying.
- E-mail us at all without taking five minutes to look over our blogs. Do you really think a stay-at-home mom is interested in tips on Bosses' Day? Did you truly believe I'd be attending your event in San Francisco on my own dime, and was that follow up e-mail asking for an RSVP and forcing my response really necessary? And what exactly gave you the impression that I'd want to know (repeatedly) about your NYC bookstore's book signings?
- Assume that since we're moms, we're only interested in Chick Lit and baby products. We're well-rounded, smart women who have a wide range of interests, and so do our readers. Think outside the box a little and offer us that literary masterpiece you've been pitching, or samples of that daring new line of makeup. We just might love it.
- Tell me that you're in charge of "Public Outreach," not "advertising." You're working for a big corporation and trying to get me to write about their goods and services. And, um, that would be advertising.
- Take the time to learn my name before contacting me. You looked for my e-mail address- Why can't you look for my name, too?
- Consider offering us a choice of products to review. My favorite PR reps send me a list of all their upcoming books or DVDs or advertising campaigns, and they let me decide what I want to review and what I don't. Giving me several ideas and letting me choose the ones I think I'd enjoy makes a positive review from me much more likely.
- Assign one of your PR reps to be my contact person. If I hear from one person each time, we tend to develop a rapport that makes me much more likely to listen to what that person has to say.
- Just bite the bullet and pay for advertising if you really want to reach a mommy blogger's readers. Advertising rates on blogs are ridiculously inexpensive; if you can spend millions on a commercial, surely you can cough up $20 or $30 to advertise on a mommy blog.
- Realize that most mommy bloggers had careers outside the home not so long ago (and some still do), and many of us were every bit as high-powered and important as you think you are now. Treat us as though we're just as special as you consider yourself to be and you'll get a much better response.
48 comments:
umm holy crap! i'm going to just link to this post when i get those PR emails from here on out (no, seriously. this is genius.)!!
DON'T assume like because YOU sent ME a copy of your latest book/DVD/what the hell else unsolicited that I am now obligated to review it and email you.
Don't:
Insert my name into an e-mail you just sent to someone else, someone who you thought was worth actually reading, apparently, because when you substituted my name for hers you forgot to take out the paragraph about things she had written about on her blog. That I had not written about.
Do send a JPG of your product along with the press materials. A picture speaks a thousand words, and I'm probably not going to haul out my camera and shoot your product so I can post one with the review on my blog.
Do understand that your client is not my client. It's not my job to get the word out -- it's yours.
Don't assume that the review -- if I choose to write one -- has to be favorable. If I don't like you're product, I'll say so. Especially if you keep harrassing me about when it'll appear.
Don't keep calling me on the phone when I've requested to be contacted via email.
Can I get a HELL YEAH for this one:
Realize that most mommy bloggers had careers outside the home not so long ago, and many of us were every bit as high-powered and important as you think you are now. Treat us as though we're just as special as you consider yourself to be and you'll get a much better response.
And while I agree with all of your statements, I think a link back to your post about the RealSimple.com BlogHer debacle would be a fabulous illustration of how to f*ck up blogger outreach.
Great points. Some PR firms must think mommies are all idiots.
You fine ladies already probably know this, but when a company sends you unsolicited emails like that, it IS spam and you have every right in the world to report it as such to an organization like SpamCop or SpamHaus.
If just a handful of people report them, that'll get their ISPs blacklisted, which means they'll be banned from sending ANY MORE EMAILS through that ISP until they jump through a whole bunch of hoops to prove they're obeying the anti-spam laws.
It would probably make them think twice about contacting you in such an annoying and impersonal fashion.
(And don't worry, they'd never know who did it so there's no fear of retaliation.)
Of course, you may WANT to hear from them if they're offering you decent ad $$$, but if they want you to promo them for free, I'd make them pay for it.
Signed, a fellow blogger who works in the Internet marketing industry.
I am getting increasing amounts of this type of E-mail, which I usually just delete. But I'm going to take your "pay me" approach! And we'll see what happens. I guess they think we lost our brain power when we became mothers.
I especially like your comment about getting the same PR person each time. That makes a big difference.
And no, I DON"T want to review your book about fairies aimed at 5 year old girls. Can't you see my header? Send me something about blood, magic, war, machines, or all three.
DON'T assume we are so stupid or unsophisticated that we will be suckered by hypocritical ad campaigns. Some mommies will call you on it.
mommy blogger marketing 101?
i have a lot to learn.
So, what *are* reasonable rates? If we're all going to try to keep from getting hosed by the PR people, it would be nice to know what the going rate for advertising was.
Excellent primer for the newbie blogger too.
Dawn, if you see BlogAds on a blogger's site, you can click on their ad rate information directly beneath the ad. Look at what other people are charging, whose traffic seems comparable to yours. You can also sell advertising privately, putting a graphic up in your sidebar, and avoid commission entirely.
Im jealous. I dont get PR spam....
I guess I have a DO:
Do offer opportunities to KIM at www.heartshapedhedges.blogspot.com because she might just be desperate enough to take you up on it. wink wink.
But that's the problem, Kim. You're worth more than that. They're counting on all of us to have attitudes like yours- but you have to realize that you are the target demographic. Your readers are the ones these marketers want to reach. You deserve to be given something in return for any advertising space you give a major corporation. All mom bloggers do.
Great post. I get so annoyed when I'm asked to review products I OBVIOUSLY don't use. Read my frigging blog before asking me to review something.
My pesonal bugagoo... assuming that because you're a mom, you have infants and toddlers and want to review products that only infants and toddlers use. My kids are 15. We no longer care about diapers, bottles, pacifiers, or infant clothing.
Do make sure you send me the item you are asking me to review and take it upon yourself to make all the arrangements for me to receive it. Don't ask me to go out of my way to review your product.
Full disclosure: I am one of those "marketing types" that reaches out to bloggers. And a mom. And a blogger.
The key to any successful relationship is mutual benefit. Everybody should get something out of the deal. And it has to be something of value. With advertising the value proposition is clear to both sides.
The problem we face with PR outreach is that companies love their products SOOO MUCH that they just can't comprehend that just hearing about whatever it is won't be just the most wonderful thing.
Um, no. And that is true whether you are a mom blogger or a marketing blogger. Because everyone gets this crap, it's just that moms are so appealing to the large consumer companies, you get more of the really old school stuff than say a tech blogger would.
So some of us are spending a lot of our time, much of it unpaid, to educate our peers on how to do this right. It's a long haul. Wish us luck.
Too bad the PR people don't actually read your blog to get the message....
Seconding Ms. Getgood, it's not just a "mommy blogger" phenomenon. I write a Chicago travel site at About.com and I get inundated with PR pitches constantly. And many of them pay just as much attention, such as the one in my inbox this morning about packages to Greece -- hello, it's *Chicago* travel....
Lindsay, you are totally right...I was *sort of* joking. I think it's cool that your blog has developed a readership to the point that PR folks seek you out...as annoying as that is, it is a huge compliment, in a way.
BTW, I have told all my neighbors about your blog...about that gal that took on Martina's people. :)
Hi Lindsay - Julie at Mothergoosemouse directed me your way. I remember meeting you at BlogHer and issuing the "open letter to mommybloggers everywhere" apology on my blog. This is an OUTSTANDING post, and it really demonstrates how poorly my profession is doing at this.
And I echo Susan's sentiments.
I'm gonna write another post on this topic (I've written a few) with my DO:
DO remember the three R's of blogger relations:
RESPECT
RELEVANCE
RELATIONSHIPS.
And remind me not to send you a clueless pitch... ;)
Well said Lindsay. Well said.
Now if only the PR peeps would take heed. My inbox is getting tired.
Awesome list!!! Bravo!
And hey, feel free to forward them to me. I'm twiddling my thumbs. ;)
P.S. Trying to advertise on my blog via my comments will get you deleted so fast you'll have to rebrush you hair from the wind.
Julie
Using My Words
very good and important post.
I prolly get like 1% of the requests you do, but if it does not fit with my blog, I will give them the option to advertise and include my rates... it's a very good response. :)
Excellent post. There are good PR people out there (Susan and David come to mind) but at the moment they are the minority. I'm an optimist, so I have hopes that the situation will improve with time and education, but I suppose there will always be the clueless few.
And yeah, my biggest pet peeve is that I mostly get offers for cleaning products. I hate cleaning. I can't even get the Nick Jr. reps to send me DVDs - at least then I'd get the free time to write a review while Cordy is parked in front of the TV.
Although my one rep does occasionally come through with awesome personal tech gadgets - I love those! That is a win-win - it's something I'm interested in that I get to try out for free, and in return I'll give them the publicity of a review.
Good for you. It's all about relationships, relationships, relationships.
The problem is (and you know I write about this way too much) the PR companies are handing blogger outreach off to interns. (We're that important!) Also - advertising and PR are handled by totally different firms. So while I've sent the same letter you have, nearly verbatim, it's more to make a point. An intern at PR Flacks R Us has about as much to do with the Big Toothpaste Company's advertising budget as...well, as you do.
Does this apply to Daddy Bloggers I wonder?
Lindsay, thanks for the insight. Great post!
BRAVO! That was very well said!
Umm..
Realize that most mommy bloggers had careers outside the home not so long ago, and many of us were every bit as high-powered and important as you think you are now. Treat us as though we're just as special as you consider yourself to be and you'll get a much better response
There are many Mommy Bloggers who STILL have a career outside the home. Just sayin' :) Couldn't resist pointing that out.
Good point! I made the edit to reflect it.
Instead of a comment (it was getting to long) I wrote a post on my Edelman blog about the training I do with account staff on blogger outreach.
My new training presentaion is full of quotes from posts like this, so I always appreciate well written "here's what I want" posts that I can share with my network.
Thanks!
Thanks for this--I'm the one who swooned the first time I received an "offer" to post a review on a new lotion in return for a tiny sample. Your article made me think about where I want to go with my blog in the future; I won't be scrambling at the bits being thrown my way now.
AMEN SISTER!!!
I get some but nearly as many as you...but I write for Prop's & Pan's and I love having the freedom to say something sucks - whether they gave it to me free or not!!
Fascinating post, and comment thread.
A PR gal from publishing has my home address, thanks to my freelance.
Every once in awhile a "Mommy" book shows up on my doorstep. The one this week?
How to get pregnant.
Because, you know, that's the ONLY thing I care about.
Well done, Lindsay. Thanks for spelling it out.
You're soooooo right! Someone wanted me to put a link to a billion dollar company's product for free on my site because they think moms would like it. Ummm, no! Will.not.do.that! Ever.
The worst, I think, are the press e-mails in which the PR rep forgot to BCC everyone, and instead CCs everyone. Oops!
Hi: As a Marketer and a Blogger, I want to add a few short points to all these great comments: (1) As moms who are also bloggers, your authenticity is what makes you such desirable spokespeople. Be careful about taking ad dollars, because you can lose your credibility quickly. (2) Instead of ads, you can proactively make money from products you already use and recommend, by joining affiliate programs such as Commission Junction (for free), writing a review, and just including a text link to the company's site. Very authentic, credible, and it has potential to make you a few bucks. (3) Ignore the companies that poorly reach out to you, but reward the ones, especially the start-ups, who do it right. They have gone out of their way to find your blog, track down your email address and personally contact someone you because you accurately represent their customer base. Some of these firms are working hard to find you. If they treat you with respect, respect them back. Good luck everyone with your blogs. - Andy at GotVoice
Thanks for the comments, Andy. Frankly, though, I prefer the ad dollars because my ads have absolutely nothing to do with what I write. I don't mind reviewing things, but it does feel awkward when I don't like something, given the relationship I sometimes have with the PR person who sent it to me.
Just wanted to say thanks for the info! I am new to blogging but this is a great list to have for the future. Thanks again!
I realize you posted this one awhile ago and may not see this comment, but "hear, hear!" Exactly my thoughts. I wish we could send this post to all the PR firms and companies interested in working with mommy bloggers. Do you know I got an email the other day offering me a DISCOUNT on their very expensive item if I'd like to BUY it myself to REVIEW it on my blog - for free??? When was the last time any of us paid our bosses to come into work for the day? I receive free products for review, often upwards of $1,000. I get paid for advertising in my sidebars. I'm tired of companies taking advantage of mommy bloggers, thinking we'll do everything for free. On the other hand, I also work with some amazing PR people who I really adore and have become online friends with. This gets them very far on my site because I'm willing to go the extra mile for companies and products I believe in. Thanks for a fantastic article! I'll be back here.
alas I am a pr person and have been for (gulp)30 years now! i hate when others of my ilk give the whole profession a bad name and sadly your complaints are not new! i always try to apply the same good, respectful rules of working with offline journalists to those online and i hate all the things you said as well. believe me most pr people still have respect for anyone who is published and you should call them out for any bad behavior. thanks for the do's and don'ts, definitely going to pass them along.
Right ON Sister! I totally think the ads would be a great idea!
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