It goes without saying that I have to look at the big picture when a blogger vents about a PR pitch, or when a PR colleague shares her nightmare blogger encounters.
As I have come to find out, there's usually two sides to every story...and on a very rare (very rare!) occasion, is there a simple one-sided explanation.
Except for situations like this:
As PR professionals our clients hire us to craft a positive message by working with our "golden list" to reach the intended consumer, and create a call-to-actions (be it product sales, event attendance, etc.). Obviously, there's a lot that goes along with this responsibility.
It goes without saying that our "golden list" takes years and strategic insight to create, grow and nurture. The "golden list" that I am referring to is our list of media/journalist and bloggers.
I can't speak for everyone, but I can tell you that my list building started more than 15 years ago when I began my PR career. I update, change, edit, but most importantly, keep in touch with journalist and blogger colleagues to stay updated on their needs.
I stopped counting how many contacts I had when my cellphone service provider exclaimed that he had never seen a "contact list as large as mine (I have more than ten thousand blogger and journalist contacts located throughout the world)."
With all that work, time, and obviously money, that went into creating a media/blogger list, I can't imagine a PR colleague calling me to get not one contact, but an entire list of contacts for their clients. A client that is paying for their experience, insight, work and their contacts.
First off, not only would that be flat-out misrepresenting their experience and contacts, why would anyone use a list that wasn't specifically created for their client?!
Secondly, this goes beyond professional back-scratching, and is flat-out using someones work and experience to benefit themselves.
This is not OK in the PR world, so why is it OK in the blogging industry?
Well, the easy answer is: Because we (as in bloggers) are OK with it.
We allow it. We give in. We assume that giving out a list of bloggers to a brand (PR rep and the such) will somehow increase our worth.
Let me tell you a secret: It doesn't.
Sure, you will be the go-to blogger that can scrounge a motley crew of folks last minute for a measly dinner. But you will never be in the list of professional bloggers.
You know why? Because professional bloggers are strategic and value their relationships with other bloggers, as much as PR folks do with their media contacts.
Professional bloggers will be insightful when offering blogger suggestions because their PR colleagues matter to them, and they understand the client needs.
Professional bloggers get it...whether they have been blogging for six months or five years...that handing off a list of bloggers, or simply "sharing an event," doesn't create long-term strategic relationships.
Handing off a list of bloggers or randomly sharing an event, only propagates the ugly stereotype that professional bloggers fight day in and day out: "bloggers are only in it for the free shit."
No my friends, my blogger (and journalist contacts) are more than a list - they are a network. I value every single one of them...as I hope my blogger colleagues are starting to value their own.
Because as we all know, our network is our net worth.
Value "It."
Your network is currency that will help you take your blogging business to a new level. Just the same, an event that a PR agency or (Brand) shares with you, is for YOU and YOUR readers. Unless you know, really know, who the intended audience is for the event. Otherwise, why would you share an event with the masses?
Be strategic.
Think about each event and ask yourself before you post for all to see: Will the brand benefit? Will these bloggers offer value to the brand? Will the entire situation make me look good and position me in a professional blogger level?
As I always say, it's better to be cautious then overambitious and burn your bridges.
