So You Want a Revolution??

A Peek Behind the Curtain of PR/Blogger Relations

Anna Lingeris@ahhnalin

Public Relations ManagerThe Hershey Company

Panel: Kelly Olexa @kellyolexaDina Freeman@babycenter

PR

First…

YOU ARE INCREDIBLY VALUABLE!• “Online influencers”

(a.k.a. bloggers) are an ESSENTIAL part of Public Relations and Consumer Engagement

• Almost 100% of all campaigns involve YOU!

• Without You– companies and PR Pros could not do their jobs

But..

Let’s Make it Better! • Provide insight into

process and challenges of the PR Pros & Corporate culture

What’s Behind theCorporate/ PR Curtain?

?

Current Situation:• Evolving• Rapid growth• Experimental• New frontier

First – The Current Situation

SO WHAT’S BEHIND THE CORPORATE/PR CURTAIN?

However…• Communication

challenges• Confusion• Lack of knowledge• No consistency

Let’s Take a Peek… Budget Planning

process/timing My brand(s) Value Quality Reach Resources LEGAL Approvals &

MORE Approvals

It’s a 2-way Street…

PR:• Clear objectives• Upfront about budget

parameters• Open to opportunitiesBloggers:• Establish relationships• Present NEW & UNIQUE

opportunities• Be Patient• Be Realistic• Be Professional

BOTH OF US NEED:• TRUST

PR 101 A Successful “Pitch”

Things to Include:1. Who are you?2. Why are you interested

in working together?3. What sparked your

interest? 4. What is unique and

differentiated about you vs. others? LET YOUR PERSONALITY SHINE!

5. SHORT AND CONCISE6. FOLLOW UP

Let’s take a look at some examples…“My 5 year old daughter and her 6 year old twin sisters love Hershey's and have their "own" blog. They would love to host a Hershey's review andgiveaway if you work with bloggers, and I would love to write about your products. If you could use Elisabeth, Milena, and Olivia's expertise, please let me know!

Most Sincerely,-Samantha

I write a food blog and recently posted a muffin recipe which included your cinnamon chips. Unfortunately, several of my readers (in different parts of the country) mentioned they were unable to locate this product.

I was wondering if you'd be interested in sending me some packages so I can host a giveaway, with the appropriate links and such, of course.

Look forward to hearing back!Cheers,Amy

I have a vegan blog, called "Chocolate-Covered Katie" and I would LOVE totry your 100% baking chocolate. Only problem is I can't find it. I knowit's a long shot, but is there any chance you'd consider sending me somesamples?My blog gets about 7,000 daily visitors, so it could be good publicity.Thanks either way!

-Katiewww.chocolatecoveredkatie.com

GOOD

Let’s take a look at some examples…I just wanted to email you and let you know I would love to review one of your products on my blog at XXXX I have heard of your products and would love to feature them on my blog. I have a large audience of moms who would love your products too. If you are interested in getting one of your products reviewed on my site, below is my information:

Consumer called and wanted to know if Hershey would like to be featured or participate in her Daily Blog. Consumer stated that the blog will be about baking for family and creating a life experience for family. Consumer hassome additional information and needs to be contacted back ASAP. Consumer'sdeadline 11-18-2011.

I am hosting a "Boys Birthday Bash" Blog Party in honor of my son's 4th birthday. I am looking for sponsors forreviews and/or giveaways for this event. It will be promoted on 2 other blogs as well as Facebook and Twitter. I look forward to working with you.

Can you please send a sample for review for our Peace List?

“Not-So-

Good”

Key Takeaways

Remember to:• Same thing you ask

of us…we ask of you.• Know who you are

contacting• Give them a reason

to believe• Attempt to

understand their business

• Cultivate a relationship

• It’s a 2-way street

Questions?

Thank You!

Anna LingerisPublic Relations ManagerThe Hershey Company

100 Crystal A Drive, Hershey, PA 17033alingeris@hersheys.com

Office: 717-534-4874 Cell: 717-649-7214