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PR 365: The Do's & Don'ts of Mom Blogger Reviews

This week's PR 365 post for moms tackles a subject that has been covered in the mainstream media - from The Today Show to PR Week, the question of whether compensating a mom blogger for a product review compromises their authenticity.

As an experienced public relations executive and mom blogger who frequently works with mom writers to offer them opportunities to review products, I believe it is completely unethical to pay someone to post a review of a product or a service.

With regard to marketing, it is perfectly acceptable to pay a blogger to post a banner ad, embed a video or advertorial on their website as long as it is clearly shown that the content is sponsored by a third party.

Blogging is a new media category and as such, public relations firms should treat mom bloggers as they would a magazine editor, newspaper critic or television producer. By blurring the lines between marketing and public relations and compensating bloggers for their reviews, you lose the authentic voice that moms come to trust when they visit their favorite blog.

The one amazing thing about bloggers is that they are on the front lines of finding out about some of the most exciting and innovative products that are about to hit the mainstream retail market. Mom bloggers are the eyes and ears of consumers and major companies, like Suave, Kraft, Nintendo, and Walmart are aware of their influence and are striving to tap into this niche and develop a positive and lasting relationship with them.

At the same time, it is important that these companies don't compromise their ethics in the hopes of garnering praise. Treat a blogger like a journalist - read their postings - know what products they would enjoy sharing with their readers and then you will know exactly how to reach them in a positive way.

Posted in: News, PR 101 for Moms on 04/17/2010

1 Comments

By Suburban Kamikaze on March 25, 2009 2:28 PM

Except that most bloggers are not journalists, by training or temperament.
And therein lies the appeal I think...

SK

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