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Paid vs. Earned Blogger Outreach…Does Anyone Still Question Which One Rules?

February 4th, 2010 · No Comments

I recently debated this question with a prospective client who had spent $25,000 to guarantee 6 Mommy blog posts from an organization that offers their network of “bloggers for hire.”  Since the client’s agency is primarily advertising focused (rather than PR), it didn’t surprise me that they went with what they have know best…spending money to buy impressions.  By way of comparison, most clients who invest $25,000 for an earned online promotional campaign are getting at least double that number…and oftentimes more.

Thankfully, the FTC regulations that went into effect last year have had a major impact on marketers’ thinking when contemplating paid blogger initiatives and blogger outreach has landed back where it belongs…in the domain of PR professionals who are masters of securing earned placements.

The secret to success lies in a non-traditional approach that combines spot-on message targeting, full transparency to the blogger (we’re contacting on behalf of…), upfront notification of any paid spokespersons or swag that was offered to bloggers and securing their permission to promote our clients messages before jumping into threads of conversation. You can also very effectively offer multimedia assets to bloggers since it gives them something “more compelling” to post on their site.  The net effect of successful multimedia placements is that they drive exponentially more traffic to a campaign’s website.





Tags: blog promotions · Broadcast PR · Digital Media · Public Relations and Communications · Social Media

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