Implementation & Professionalilsm: The Stage is Set, Now Deliver

with Shelly Kramer, Ana Roca Castro, Presenter: Nancy Dussault Smith

Navigating Brand Partnerships With Professionalism & Impact

What professionalism isn’t?

  • Not a $5,000 suit.
  • Not your education
  • Do not need to know it all (know what you don’t know!)

Professionalism is knowing what to do, how to do it, when to do it, and doing it.

You need to deal with Marketing Mgr, PR Agency & Senior Executive.

Know your audience and what is important to them.

PR agencies are the relationship people.

PR are your advocate.

Sr Executive needs the facts not the BS and they want it fast.

Success is Analysis, Solution, Process, Objectives, Teamwork, Vision & Sales

Set yourself up to win. Need to know what success looks like before you start the program.

Everybody needs to know what you are striving for.

Follow through!!! Be respectful.

Celebrate your uniqueness. Brands don’t want cookie cutter. They want uniqueness. Know what makes you unique and different so you can celebrate.

Keep the pitches short.

  1. Know your audience
  2. Define Success
  3. Follow up, then follow up again
  4. Celebrate Your Uniqueness
  5. And Add Value

If want to pitch a media plan, first send email with brief synopsis & ask to talk to discuss.

If paying you to do something, you need to show that it makes sense for the brand to move money to spend on you.

Know who you are competing with for the dollars (could be TV, print, or other bloggers)

Biggest mistakes bloggers make when working with PR?

  • not being professional
  • do what you say you are going to do.
  • Don’t let your life get in the way of doing the job that you said you were going to do.

Treat it as a business!

What makes PR decide to choose one blogger over another?

  • Numbers are important. (but the type of numbers vary from project to project)
  • Ability to relate. Community
  • Tribe
  • How genuine you are. Give unique content. How personal are you.
  • How much to you engage with others (replying back, people reply back to you)

Build the relationship first and then give the pitch.

When selling your services to someone, know your pitch, your audience, your numbers.

Develop a content distribution networks in your different niches.

If you are unsure of what the PR are asking for or expecting, ask!!

The PR need bloggers!!!

Bloggers need to understand the PR’s business too. We can’t expect PR to learn about us and our blogs if we aren’t willing to do the same.

Read PR & Media publications.

Ask whether you should be dealing with the PR person or the brand person.

If blogger has reviewed a product, then PR would want you to review their competing product.

If blogger is asked to be brand ambassador for a product and you say yes. Then you go do the same with competitor, that’s not ok!.

They have a problem, you have a solution. Tell them! Offer the solution.

Bloggers often have to educate the brands.

To reach out to company that has little or no social media presence, show them what people are saying and show what competitors are doing. Show them they need to have a presence and offer the solution. You need to get their attention first.

Whoever is initiating contact, that is the person who initiates the $$ and it is negotiable.

Know your hourly rate. Share your rates with fellow bloggers. Don’t be so secretive.

Numbers are a combination of Alexis score/Klout/Twitter followers/YouTube views/Facebook interactions……These vary per campaign.

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