| Mary Johnson 
Connecting with a blogger is a lot like The Dating Game show. You have your blogger who is looking for love, ready to build the perfect, mutually beneficial relationship with a brand. In this case, they’re sitting behind a computer screen, instead of the original game show’s actual screen, asking questions of potential “suitors.” Like the dating scene, some bloggers and some brands are looking for a quick fling, while others are interested in a long-term relationship. As your brand’s public relations or marketing representative, it’s important to figure out which type of relationship you’re looking for from bloggers and social media influencers. Understanding this before you start your influencer outreach will help you connect with the bloggers who want the level of commitment you’re offering. So, in the blogger relations dating game, which contestant are you? Contestant #1 Contestant #1 doesn’t see the potential a blogger/brand relationship has for their future. They’ve read horror stories and feel that all bloggers want something for nothing. They’re unaware of the work a skilled blogger puts into writing and promoting blog posts across social media, newsletters, and within their carefully cultivated niche communities. However, when done successfully, blogger outreach can pay off for Contestant #1 in major ways. Bloggers aren’t replacing traditional media or marketing, but adding to what is already in place. Today’s buyers have the resources and the desire to research their purchase decisions. They’re looking for third-party content that reinforces a brand’s messaging. While buyers trust brand messaging only 18% of the time, they trust their peers, influencers and other experts 78% of the time. When an influencer mentions you — be it in a blog post or tweet — it sends a signal to potential customers that your brand can be trusted. If Contestant #1 can be convinced that bloggers have a place in their brand marketing strategy, they can become one of the other contestants. 
Contestant #2 Contestant #2 understands that bloggers have potential and is open to discussing possible blogger outreach. However, they’re not completely sold on the idea. Some suitors in this category have used bloggers in the past, gotten burned and are a little shy about trying for love a second time. It’s ok to be cautious. If you find yourself at this stage, you might want to start small with your blogger outreach. Do a test run with a modest selection of bloggers on a product or campaign topic that you either have the resources to experiment with or know has been successful in other media outreach campaigns. This way, if you’re not completely won over by the results, you haven’t risked a lot. Keeping the test run small also makes your oversight of the project more manageable. Contestant #3 This contestant is confident that bloggers can benefit their brand, but their needs are temporary. They have a specific campaign in mind, with clearly defined goals and objectives. Often Contestant #3 is a PR or Marketing agency that has experience working with bloggers for a number of different clients — tapping them a few times, but not necessarily for the same brand. If you fall under this category, you may not have a current long-term need for bloggers. However, you should keep the bloggers you work well with in your little black book in case a relevant opportunity pops up again. Contestant #4 Just like in life, many of the bloggers you’re reaching out to are looking for a stable, long-term relationship. They’re looking for a brand you might call Mr. or Ms. Perfect. Contestants in this category have worked with bloggers before and understand the benefits of investing in a long-term partnership with a blogger. This type of relationship is also called a brand ambassadorship. Brand ambassadorships last longer than one article. They’re the gold ring of blogger relationships offered to a select group of proven blogs. In the world of blogging, a long-term commitment is usually a year. Contestant #4 and the bloggers they work with are contracted partners in the campaign. In some cases, the bloggers provide feedback and utilize their connections to build brand loyalty for the company. Although a brand ambassadorship is a lot of work on both sides of the partnership, Contestant #4 and the blogger are committed to the relationship and work together to make it successful in the long-term, with the hopes it will continue in the future. Once the initially agreed-upon time period is over, the brand may decide to continue the ambassador program for another period of time but go with different bloggers, stay with the same ones, or a mixture of both. This is also the time that the blogger may decide the relationship is not worth the effort for the compensation. Mr. and Ms. Perfect aren’t always perfect. You may find your brand’s blogger outreach strategy evolving across multiple suitor types. The important thing to remember is that regardless of which type of relationship is established, the brand and blogger need to treat each other fairly and with respect. As long as there is that, any relationship will go far. When reaching out to bloggers and other influencers, press releases and multimedia content can be useful resources. Read our white paper Five Keys to Crafting Press Releases that Drive Earned Media for more tips on crafting a press release that resonates. Mary Johnson is the office manager in the PR Newswire Cleveland office. You can find her blogging at ineedaplaydate.com or read her Blogs We Love reviews on Beyond Bylines. Follow her on Instagram at @mryjhnsn. | 
