Let's face it...every blogger has their reasons for engaging with brands.

Having been involved with more than a few campaigns, I can speak from experience when I say that some bloggers are developing a sense of entitlement to these campaigns, leaving their bloggy sisterhood to do the hard work while they complain about how they're getting the short end of the stick.

I hate to beat a dead horse but there's this word "No" that we should all feel comfortable using.  And if we can't, perhaps we shouldn't take it out on other people.

But I digress.

There are SO MANY AMAZING DYNAMIC BLOGGERS: MOMS, DADS, TWENTY-SOMETHINGS that it boggles my mind that we often forget there's enough projects, initiatives, and campaigns for everyone.  And for those that need a breather, there will be more after they take whatever hiatus they need.

Now that I am working on the agency side, at Fleishman-Hillard, and bring this "in the trenches" experience with me, I have an observation to make...

Not sharing all the details upfront about an upcoming campaign when inviting bloggers to participate is a very good thing.

Why?

Because you'll get those who are genuinely passionate about your client or, at a minimum, learning more about your client.  Because those who are genuine, will welcome the opportunity to learn more, be given options (more on that in a minute), and share their experience with their community.

Those who are more concerned with dissecting your pitch, a dollar amount, or any ulterior motive can be quickly ruled out (not by you the PR pro but by the blogger themself) and you can increase your confidence of having a group of rockstars versus a group of malcontents.

Now about those options.  It's important to realize that this approach comes with no presumptions about the level of commitment from the bloggers involved.  Bloggers are some of the most hard working, spread too thin, and often taken for granted group that I know (and I know this intimately as I am one myself).  What you, as  PR pro, might have planned might not fit with the blogger's schedule long-term or could inadvertently become a conflict of interest.

That's OK.

In fact, for the clients' benefit, your sanity, and the morale of the bloggers who ARE passionate about your campaign, it's better to have a smaller group of dedicated evangelists than the larger group with a few that resent that they're even involved in the first place.

Once engaged, it's important to spell out very clearly what the commitment will be.  In other words, drafting an accountability agreement is a good idea.  That way you're not only outlining the expectations you have for the bloggers moving forward, but you're also providing how you, the PR pro and the company you represent will be accountable to the blogger, as well.

It makes me sad when I hear about blogger burnout, disdain for the PR people that want to reach out, and the exasperation of those bloggers that are ready to take their partnerships with brands to the next level (if only the brands would ask!).  It's a bizarre love triangle, for sure.

What do you think?

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