Blogger Relations: The Nexus of PR & Marketing

by lisa ~ March 2, 2009

The news that Dairy Queen is reaching out to bloggers by offering gift cards in exchange for coverage is the latest sign that blogger relations tactics are distinct from media relations tactics.An article on PROMO magazine’s Web site says that bloggers will be encouraged to write about the company’s new menu items in exchange for a $5 DQ gift card. The blogger with the most creative response will be rewarded with free food for a year.

Blogger relations is an emerging area that is positioned somewhere between marketing and public relations. The mere fact that this piece appeared in PROMO, which covers the $233.7 billion promotion segment of the marketing industry, is a sign.

Bloggers generally adhere to a different code of ethics than reporters. For example, many bloggers bluntly encourage those seeking coverage to send gifts. In contrast, I’ve lunched with traditional journalists who insist on paying for their own meals to avoid the appearance of favoritism. I even met one who politely declined my offer of a baseball cap festooned with my employer’s corporate logo lest anyone question whether a $7 gift might sway his opinion.

It would be interesting to see how bloggers respond to DQ’s campaign. Perhaps its agency will provide the results to PRWeek.

From a broader perspective, I wonder whether anyone has done a study of the effectiveness of blog outreach versus media outreach.

To read the full story, “Dairy Queen Swaps Gift Cards for Blogger Posts,” click here: http://www.epsilon.com/pdf/Epsilon_Branding_Study_Retail_022009.pdf

Lisa Tibbitts (Lisa.Tibbitts@Me.com) is a New York-based corporate communications professional with an MBA in marketing. Follow her on http://twitter.com/LisaTibbitts.