Q. As a child, I always imagined that I’d either become a veterinarian or a baker. How about you? What did you want to be when you grew up?

Dina: I love to argue with people and I like to think I’m always right, so I wanted to be a lawyer. Then I realized how much school that required and had to reconsider!

Q. Today, you wear many hats – blogger, freelance writer, managing director, etc. Do you keep these worlds separate? Why?

Dina: That’s a great question! I wouldn’t say that I keep my worlds separate – in fact one of the things that I love about my day job is that it allows me to use all of the skills that I’ve learned and the network that I’ve built as a blogger.

Q. Speaking strictly as a blogger, what are some of the challenges of this medium?

Dina: I think the biggest challenge is keeping and maintaining your own voice. Ultimately, the most successful bloggers – whether you define that as the most widely read or the ones featured in media or the bloggers that have partnered with brands – all have a unique point of view and that’s what differentiates them. However, blogging is a real-time medium, so I think we all occasionally get caught up in thinking that we have to be the first to post or that we need to post X times a week, which sometimes – I can only speak for myself – leads to diluted content.

Q. Eye4Style.com has been around for a while now. What were your intentions for it when you first started it 2006? Have your intentions changed over the years?

Dina: It has! It’s been over four years! When I started eye4style, I honestly had no intentions. I simply needed a creative outlet, after struggling to find a job in magazine editorial. Over the years, I’ve really seen the space transition and today, all smart brands consider engaging bloggers to be a key part of their communications strategy.

Q. Your position as Managing Director at Attention presumably allows you to view the world of blogging from a more critical perspective. Speaking as someone who evaluates blogs, could you say what it is you look for in a successful blog?

Dina: First and foremost, it’s content. Content is KING. Bloggers always ask me how do I get more traffic? How do I get featured in the media? How do I get brand X to work with me?, etc. The answer is always focus on the CONTENT and the rest will come.

Beyond content, I also must admit to evaluating blogs based on quality of design.  A few of my clients are in the luxury space and it’s important that any blog that we approach on their behalf is a good fit aesthetically. And of course, we also look at hard metrics, i.e. estimated Monthly Unique Visitors, Inbound Blog Links, # of Twitter followers as well as the level of engagement on each post.

Q. The FTC now asks that bloggers disclose any form or payment or compensation. How do you feel about it as a blogger?

Dina: It’s a bit of a double standard, as magazines don’t need to disclose gifts, press junkets, and product samples but at the same time, I’ll always be an advocate for transparency.

Q. How about as a Social Media professional?

Dina: Again, I’m an advocate for transparency.  Overall, it hasn’t really affected the way that we do business. We simply share sample disclosure language with bloggers when they’re sent review products or gifts.

Q. I recently learned that your formal education is in fashion buying. How did the shift from that to social media happen?

Dina: Haha. Let’s just say that being a buyer involves a LOT of math. Who knew?  As soon as I discovered I’d be sitting in front of an Excel spreadsheet for my entire life, I decided that communications was a better path for me.

Q. As a ‘veteran’ blogger, what advice would you give to novice bloggers?

Dina: Focus on identifying your unique voice and building great content  - the rest will come.  Oh – and get out there and network in the space. Blogging is a really fabulous and open community; in fact, I’ve met some of my closest friends at press and networking events.

Related posts:

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3. Blogging Behind the Scenes: Stephanie Smirnov strikes perfect blogging balance

Q. Sicka than Average has been around for a while. What do you think contributed to the success of the site?

– Yes, Sicka Than Average has been around for over two years, and I’m really grateful for its success and look forward to doing more exciting things moving forward. I think Sicka Than Average has appealed to readers because the content is so diverse — one minute, I’ll feature sneakers from an independent brand like Stampd’ LA, and the next I’ll feature luxe Balmain sunglasses or affordable but on-trend pieces from H&M. The same applies for beauty coverage: I’ll go from a drugstore find to an up-and-coming makeup brand or a high-end skincare line, thereby providing a wide breadth of price points for readers. My point-of-view has always been that women’s tastes are way more complex and nuanced than most outlets suggest — traditional categories like “preppy” or “Bohemian” are way too simplistic for today’s woman, who is bound to find inspiration in everything from rock-n-roll to street art, haute couture, film, and much more. I try to have Sicka Than Average be a reflection of these eclectic sensibilities.

Q. You came to the world of blogging after working in print media for a while. What do you see as some of the major differences between the two?

– I have a long history in print. I actually started out at In Style, then moved on to Complex magazine, the New York Post, VIBE and GIANT (over the course of about 8 years), and I’ve written for publications like Essence, Latina, Paper, XXL, Upscale, the New York Daily News, KING, CITY, and many others. I actually started Sicka Than Average while at GIANT magazine and eventually decided to leave GIANT and focus on Sicka Than Average full-time, but for a short period of time I was doing both things and it was interesting to compare and contrast how each of these mediums work. I think that, in the current climate, in order for print media outlets to be successful, they have to adjust the way they think. The idea of “breaking news” in a print publication is ludicrous at this point, since most magazines have a minimum lead time of 3 months (meaning they’re working 3 months ahead, so they’re putting together  fall or even winter issues in the summer time) and there’s a plethora of sites that are bound to outscoop them. Similarly, product reviews and new launches are good topics to cover in print, but publications should be well aware of the fact that these are bound to be covered elsewhere before their issues hit stands. Having to work with such long lead times can be quite a challenge for print publications in the digital age, and I think glossies are best served when they come up with a really strategic and clear vision for their print outlets that puts more weight on well-researched, excellently penned, and timeless editorial pieces and gorgeous imagery (particularly in their fashion editorials) that readers will want to display in their coffee tables and look at over and over again. As far as the digital world, I think it’s much more immediate. Online writers, editors, and bloggers can write about topics in real time, which is a huge advantage in terms of breaking news. If you’re not particularly interested in breaking news, there are still so many advantaged to the online space. For one, it breaks down any barrier between the writer or blogger and the reader, creating a space that’s much more conversational and personal. Bloggers who have a strong voice and share their personalities with readers have the ability to develop a much stronger bond with them. Also, the online space allows you to converse with these readers, so that they can comment on posts and write e-mails to you and create a really fun and helpful dialogue. I always say the web has democratized the world of publishing, allowing everyone to have a voice.

Q. You were born and raised in Puerto Rico. Does your latin upbringing inform the kind of products you feature on the site?

– Heck yeah, my Latino heritage informs my writing and my aesthetic — it’s a huge part of the lens through which I see the world. I’m Puerto Rican, and I’ve absorbed so much of the island’s culture, food, music, art, and history that it’s just part of my DNA — I don’t have to consciously think about it because it’s just a part of who I am as a person.  I suppose my love of bright colors and certain scents (like mango, coconut, gardenia, etc.) all have to do with my upbringing in PR. I tend to like brighter, flashier makeup and bold fashions, and I think that’s due in large part to me growing up in PR and then living in NYC for so long (over ten years), where I’ve really been immersed in graffiti and hip-hop culture.

Q. For you, what is the most important aspect of blogging?

– For me, the most important aspect of blogging is being original and true to yourself and your vision. I think every blogger should ask himself or herself, “What am I bringing to the table?” For some, it might be breaking celebrity news. For others, it might be getting first-dibs on new MP3s they can share with readers. For others, it might be having the best photos of cosmetics swatches. Each blogger usually identifies his/her strongest areas and focuses on those. For me, I focus on the mix of products selected and also on my writing style. I realize there will be other sites covering the same topics, so for me, it’s about HOW I cover these topics and the amount of detail I can provide via my descriptions, the information I include, and my first-hand anecdotal accounts about my experiences with various products.  I try to use my background as a writer to really bring each post to life.

Q. I had a chance to meet your son the other day while at a beauty event. What are some of the challenges of being a blogger AND a mom?

– My son is the best, isn’t he? LOL.. Being a mother is the most precious and wonderful blessing in the world, but I have to admit it can be quite a challenge to juggle being a blogger and a mommy. With blogging, there’s no down time — it NEVER stops. And it’s the same thing with being a mom, so it’s a constant juggling act. Some times, when I’m in full work mode, I may be interrupted to go fix something, clean something, cook something, or just to give my lil’ one some attention. There are times when I can tell him, “I need to do some work, and then we can play,” and he’ll understand. Other times, I’ll get the, “Are you done yet? Are you done yet?” routine, which is pretty typical 6-year-old behavior! lol… For me, I try to have as much balance as I can — I block out parts of the day when I’m just focusing on being mommy (without looking at e-mail constantly or checking my Bberry) because I want him to have my undivided attention. But, of course, there is going to be overlap between the work and personal worlds – it’s the nature of the beast. Just now, I was typing my answer to this question when my 6-year-old rushed in here talking about how there’s an invisible ninja in the house and how I had to go into the hallway and fight the ninja (seriously — this just happened! lol). And, of course, I had to go and pretend to fight an invisible ninja to appease him – silly as it sounds. Once I was done, I came right back to the laptop to answer the questions. It’s a crazy existence, but I kind of love the madness!

Q. The term “mommy blogger” is becoming very popular. Do you consider yourself one? Is there a difference between a “mommy blogger” and a blogger who is a mom?

–The term mommy blogger IS becoming quite popular. I can’t say I consider myself a mommy blogger though — mainly because I think of mommy bloggers as being moms who blog about their children, parenting, etc. I just think of myself as a blogger who is a mom. The difference for me is just the beats you cover — it’s that simple.

Q. Words of advice to novice bloggers?

– My advice to novice bloggers: blog about what you love. If you’re passionate about the topics you want to discuss, it will be reflected in your content and readers will gravitate to your blog. Also, don’t try to imitate what others are doing. Sure, it’s good to study other sites and get a feel for what’s out there, but try to innovate and find your own voice, your niche, and your point-of-view.

Related posts:

1. Blogging Behind the Scenes: A chat with KraseyBeauty’s Adina Zilberman
2. Blogging Behind the Scenes: A nice chat with Butterfly Diary’s Charu Suri
3. Blogging behind the Scenes: Eye4style’s Dina Fierro tells it like it is

(left to right) Piers Morgan, Jessica McCafferty (top), Richard Zucckero (top), Janice McCafferty (top), Sharon Osbourne, Gabriela Zucckero (top), Renee Zucckero (top) and Howie Mandel

Q. Can you describe the most important aspect of public relations?

McCafferty: PR is truly about building relationships and maintaining these connections through honesty and a mutual respect. Above all, just the simple act of being kind is a top priority for us. It amazes me how the majority of publicists often have a reputation for being abrupt and rude. We take pride in the fact we treat all writers, clients, and bloggers with the same level of admiration.

Q. What is the most difficult part of your job?

McCafferty: We are blessed to work with such amazing brands in the beauty world. Since CEO and Founder Janice McCafferty is a licensed cosmetologist even spending time in product development and testing labs, we do not just represent every line that comes our way. Janice’s experience allows us to thoroughly test all lines, looking closely at ingredients and technology. In return, this choice to work with some of the best beauty products today makes our job so much easier. Any brand we send out we just know the writer will say “Wow!”. This also transforms us into a “go to” agency since writers know we will always send only the best their way.

Q. How do you choose the bloggers to whom you pitch your clients’ products? In other words, what qualities do you look for in a blog/blogger?

McCafferty: When it comes to this, research is our best friend! I am always Googling to find lists of the top beauty blogs on the internet. I also use several professional services to show us blog popularity rankings online. Since we mainly work with hair care brands, I love when bloggers post their own photos, especially before and after shots. Any blog can copy and paste from our press releases, but I love when a writer goes the extra mile with personal anecdotes and photos. Their excitement about our clients makes my day!

Q. What are the benefits of working with bloggers as opposed to other media outlets? Do you expect different things from bloggers than from magazine editors?

McCafferty: I absolutely adore all of the beauty bloggers we have the pleasure of working with! With the changing economy, women are now seeking more and more information online. Blogs offer a free, interactive way for women to find new product suggestions. This rising popularity of online beauty blogs is also being noticed by the top magazines. I love flipping through the pages of New Beauty or Allure and seeing my favorite bloggers as guest columnists. This alone shows you their true professionalism and undeniable journalistic merit.

Q. What happens when a blogger gives one of your clients a negative review? Does this affect your relationship with the blogger?

McCafferty: Luckily, I can barely count on one hand the number of negative reviews our clients have received in the past few years. However, if this does occur and a writer does not care for a particular product, this definitely will not change our relationship. I appreciate their honesty and ability to test products due to the countless submissions they receive on a daily basis. These expert suggestions and opinions will only make the product better in the future.

Q. According to the new FTC ruling, bloggers must disclose whether the company whose products they are reviewing has compensated them in any way. Do you anticipate that this ruling will affect the way PR companies work with new media?

McCafferty: Again, I believe this new ruling relates back to the quality of the product. Whether this means a new shampoo or the launch of a fragrance, samples will always be provided to the writer from a PR professional. However, this now makes this ruling even more important for all online writers to make honesty their top priority. If anything this will affect readers of the blog more since they could start questioning the accuracy of a review and see this as a new twist on advertising. But, in terms of our agency, this ruling has had little influence on our day to day activities. We believe in our brands and the high quality beauty they bring.

About Janice McCafferty Communications: JMC is a full service public relations firm for beauty, fashion, and entertainment clients with Ken Paves Styling Tools, White Sands, Ed Hardy Styling Tools, David Babaii for WildAid, Kim Kimble Professional Haircare, Kimble Haircare, IT&LY Hairfashion, and H2pro comprising our current roster of beauty brands.

Related posts:

1. Blogging Behind the Scenes: A frank chat with SickaThanAverage’s Celia San Miguel
2. Blogging Behind the Scenes: A chat with KraseyBeauty’s Adina Zilberman
3. Blogging Behind the Scenes: A nice chat with Butterfly Diary’s Charu Suri

 Stephanie is also the voice behind PR Mama, a blog dedicated to her personal (and sometimes) professional musings. These often include her experiences as a mom of a 6 year-old, as a wife of Russian ballroom dancer, and as a nostalgic child of the ’70s. Her latest post describes her experience as a moderator of “Bloggers, Brands and the New Publishing Paradigm” at Mom 2.0 Summit. 

Q: Can you describe the most important aspect of public relations?

Stephanie: An ability to communicate in a way that clarifies, persuades and inspires (clients and influencers alike.)

Q: What is the most difficult part of your job?

Stephanie: Prioritizing and focusing. I have responsibilities to my agency colleagues and clients, am an avid blogger and a wife and mom. Striking the right balance so none of those things gets neglected is a constant challenge.

Q: How do you choose the bloggers to whom you pitch your clients’ products? In other words, what qualities do you look for in a blog/blogger?

Stephanie: It depends on the initiative. We like to say at DVPR that it’s about quality as well as quantity. We’re looking for bloggers with traffic and influence, of course; equally as important is how they engage with brands, how open to and creative they are about forging marketing partnerships and going beyond product reviews or sidebar advertising.

Q: What are the benefits of working with bloggers as opposed to other media outlets? Do you expect different things from bloggers than from magazine editors?

Stephanie: I should say first that we love traditional media and still spend a great deal of time and energy at nurturing those relationships. At the same time we consider a smart blogger strategy to be fundamental to any PR plan we propose. I actually think the needs of the two groups are more similar than not. For example, we tailor our information so it’s relevant to an audience, whether a magazine readership or blog following. We often invite bloggers to experience a product launch at the same event to which we’ve invited traditional media. The biggest difference I think is that you can forge more of an advertorial or promotional relationship with a blogger more easily than with a traditional magazine editor (fewer layers, less bureaucracy on both the publication and the client side). This enables us to create really terrific branded content for our clients with the blogger’s partnership that can be repurposed throughout the client’s marketing mix.

Q: What happens when a blogger gives one of your clients a negative review? Does this affect your relationship with the blogger?

Stephanie: Because we never pay bloggers to review product, we know (and make it clear to our clients) there are not strings to force that blogger to review something in any way other than her honest opinion. That might mean a negative review. What I’d hope is that before running that review the blogger would contact us so we could at least understand what caused her bad experience.  I also think there’s a difference between a negative review and an honest review – if a blogger shares her less-than-stellar experience with a product but also says, “this was just my experience and it might be great for you,” I don’t see why we wouldn’t reach out to her again.

Bottom line, if you have a good product that does what it claims to do, and if you’ve done your homework and understand a blogger’s likes and dislikes – you shouldn’t find yourself in a position that often of having to deal with a negative review.

Q: According to the new FTC ruling, bloggers must disclose whether the company whose products they are reviewing has compensated them in any way. Do you anticipate that this ruling will affect the way PR companies work with new media?

Stephanie: It already has! The FTC guideline changes were no surprise, we all knew about it well in advance and had plenty of time to work with our clients on necessary changes to how we do blogger outreach. The most important thing anyone can do right now is have a clear disclosure policy in place any time you go into a relationship with a blogger (and most bloggers – the good ones – have their own disclosure policies clearly visible on their blogs already.)

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Q. What made you want to become a blogger?

Brittany: I’ve been keeping journals and diaries for years so for me to have something similar online just made sense!

 Q. How long have you been blogging?

Brittany: Since I was 14. I had a blog on this website called BOLT.com.

 Q. What is the best thing about being a blogger?

Brittany: The people I’ve met. I am so blessed to have come across so many wonderful people online.

 Q. What about the worst?

Brittany: It’s like a job and very rarely do I take a break. And then when I do, I feel guilty. HA!

 Q. What is your ‘routine’ for researching and testing products?

Brittany: It takes time. I never judge a product of off a 1-test experience. My research is thorough and when I test products, I try to keep an open mind. Just because it isn’t amazing for me does not mean it won’t work well for someone else.

 Q. Will this routine change now that the FTC’s Blogging Rules are in effect?

Brittany: For me, it won’t. The only thing that has changed is the look of my posts. I include the little disclaimer message at the bottom.

 Q. How do you feel about this ruling? Do you think it’s a necessary measure?

Brittany: It bothered me at first. It seemed unnecessary and ridiculous for this ruling to ONLY be applied to bloggers. While I abide now, I still don’t understand its purpose. How is my bragging about how awesome a mascara is (that I got for free) any different from those commercials showing ladies wearing obviously fake lashes and displaying the newest mascara? Hmmm….

 Q. What do you think the overall effect of this ruling on blogging will be?

Brittany: I suppose only time will tell. So far we haven’t seen anything.

 Q. Where do you see your site going from here? Will there be any new features for us to look forward to?

Brittany: Clumps of Mascara has recently become Clumps of Mascara, LLC and we plan to reach beyond blogging in non-profit ventures, events and writing for other publications. Stay tuned!

Stay tuned for more interviews – and as always, feel free to send your questions to productpasha@gmail.com.

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Q. How did you start Purple Lab? 

Karen: I was at a cocktail party with my husband and ate so much that 20 minutes later, I was too full and uncomfortable to stay. He looked a little disappointed when I wanted to go home and I’m not sure what made me think this, but I said “If my lip gloss could plump my lips and not my hips, I wouldn’t be in this mess.” And than it hit me! Huge Lips Skinny Hips, a lip plumping gloss with Hoodia. My dream product. Todd (my husband) encouraged me to make it. I had no idea what I was doing but two years later, I launched Purple Lab, which I now run with Todd. The gloss was our debut product. And there are five more coming out in February, all of which are serious and sophisticated in formulation but cheeky, fun, and glamorous at once.

Q. Can you describe the most important aspect of launching a new brand?

Karen: I think it all boils down to one main question – what is the brand about, what is its core message and how does it cut through the clutter. Once you know exactly what the brand positioning, imaging, equity is, it’s all about going all in and just doing it. Without confidence, nothing can happen.

Q. What is the most difficult part of your job?

Karen: Every day has its challenges. It’s a constant balance of front end and back end. I love the marketing, PR, and branding side, the creativity that comes with product ideas, naming them, color. But the back end – manufacturing, production, legal, testing, having no control over when samples arrive, shipping. It is a lot to manage – and I have a day job! But I wouldn’t change any of it.

Q. Purple Lab is a model for effective ways of using social media. How do you choose the bloggers to whom you pitch your products? In other words, what qualities do you look for in a blog/blogger?

Karen: It’s really about working with people who are on the same page as you – whose mindset you share. The bloggers I gravitate towards and the ones gravitate towards Purple Lab tend to embody the spirit of the brand’s DNA – smart, fun, cheeky, playful, glamorous (even if it’s the kind of glamour you have in your mind, not in your real life).

Q. What are the benefits of working with bloggers as opposed to other media outlets? Do you expect different things from bloggers than from magazine editors?

Karen: What’s interesting about the blogosphere is that, for the most part, there is no red tape. In the traditional media world, editors consider what advertisers will think of content before anything is published. Some of this may start to ring more true online as traditional media advertising dollars continue to move to new media realms.

Online and offline media have different schools of thought for the most part and I appreciate each of them for what they are.

Q. What happens when a blogger gives Purple Lab a negative review? Does this affect your relationship with the blogger?

Karen: I have to think of it like this – I don’t eat meat. My husband loves meat. No matter how good he tells me something is, I just do not want to eat it, but I can appreciate that he enjoys it.

I can’t look at it any other way or I’d get upset – to be honest. No one likes to hear someone say something negative about their children (and Purple Lab products are my babies). But I welcome any and all opinions because it’s not realistic to think that everything is for everyone.

When I read something negative, I reply to it but not in a defensive way… in a way that is authentic. Someone may have the wrong idea about what a product means and I will want to share what the true inspiration is and what it’s really about.

From there, someone can (ideally) see something differently or choose not to.

 Q. According to the new FTC ruling, bloggers must disclose whether the company whose products they are reviewing has compensated them in any way. Do you anticipate that this ruling will affect the way you work with new media?

Karen: Not at all. I have never and would never pay someone to write about Purple Lab. However, I have sent samples to bloggers and online influencers and will continue to – I do not think it is any different that what happens in traditional media or marketing. Beauty editors receive products – thousands of products – every week. Same with celebrities. 

It’s just that in today’s world, consumers ARE the media, whether they’re seasoned writers with a journalism degree, a stay-at-home mom of three or a sixteen year-old girl in Atlanta.

But with the FTC, bloggers and content generators will have to disclose if a product was given to them. As long as the voice of the blogger is authentic, I think that is all that matters.

Stay tuned for more interviews – and as always, feel free to send your questions to productpasha@gmail.com.

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Q. What made you want to become a blogger?

 Charu: I’ve always loved writing and the incisive way bloggers cut to the heart of the matter in real time. This stirred a passion in me to start my own blog. 

Q. How long have you been blogging? 

Charu: I have been blogging for over a year and a half now. 

Q. What is the best thing about being a blogger?

Charu: The best thing about being a blogger is all the people you get to meet and interview. It truly is a privileged perk. I have met some of the most influential people in the world — industry mavens who have contributed significantly to the field. 

Q. What about the worst?

Charu: The worst is that you have to do it 24/7. Blogging knows no vacation days! 

Q. What is your ‘routine’ for researching and testing products?

Charu: I put everything on a table and test it thoroughly. If it’s foundation, I give at least a whole day to see if it will stand the test of time. For other products like makeup, they need to stand an evening out on the town. 

Q. Will this routine change now that the FTC’s Blogging Rules are in effect?

Charu: Not at all. This will have no effect.

Q. How do you feel about this ruling? Do you think it’s a necessary measure? 

Charu: Well, I think it is silly to slap an arbitrary fine without having steps and measures of regulation in place for the entire industry. As we all know, beauty editors have received gratis product for years and they are not penalized. However I do understand that since blogging became such a phenomenon, the penchant for people starting blogs just to get free product has increased, much to my chagrin. I think the FTC is trying to regulate blogs who have unethical principles. It’s okay in my books; I have no qualms about it. 

Q. What do you think the overall effect of this ruling on blogging will be?

Charu: I don’t think it will be material at all. People will put a disclaimer at the bottom of their posts and that’s that. I can’t see it being a mover and shaker of a ruling.

Q. Where do you see your site going from here? Will there be any new features for us to look forward to?

Charu: My site will undergo a redesign and I’ll be featuring cartoons more regularly. People love the idea of humor on a beauty site and the cartoons have been met with warm responses. Stay tuned for a new site to be unveiled in a few months!

Stay tuned for more interviews – and as always, feel free to send your questions to productpasha@gmail.com.

Related posts:

1. Blogging Behind the Scenes: A chat with KraseyBeauty’s Adina Zilberman
2. Blogging Behind the Scenes: A frank chat with SickaThanAverage’s Celia San Miguel
3. Blogging Behind the Scenes: Clumps of Mascara’s Brittany Thomas talks about blogging and FTC rules

Q. Can you describe the most important aspect of public relations?

Fournier: As a public relations company, we first and foremost need to make sure that we act according to our client’s brand image in a way that is interesting to both the media and the consumer. In order to do this, we must always make sure that we are reaching out to the appropriate media for a client; that is, the media outlets we choose must ultimately reach the actual consumers of the brand. Additionally, since we deal with mostly European clients, we must constantly keep in mind that we are translating the brand’s image across cultures as well.

Q. What is the most difficult part of your job?

Fournier: The most difficult part by far is saying no to a brand that wants to work with us, but we don’t think it’s up to our standards.

Q. How do you choose the bloggers to whom you pitch your clients’ products? In other words, what qualities do you look for in a blog/blogger?

Fournier: There are so many criteria that we look for in a good blog. Thorough, frequent posts; a large number of comments from engaged readers; evidence of personal experience with the reviewed products; and high-quality layout/images are just a few of the necessary attributes. We also love it when a blogger inspires us by coming up with a unique angle on a product that we hadn’t thought of before. On top of those things, we have to make sure that the blog in question is reaching the appropriate consumer for our clients. Above all, we’re aware that some people try to use a blog as a vehicle through which to obtain free products; we try to make sure that the bloggers with whom we work write because they have a real passion for the beauty industry and want to contribute to it.

Q. What are the benefits of working with bloggers as opposed to other media outlets? Do you expect different things from bloggers than from magazine editors?

Fournier: For us, one of the main benefits of working with bloggers over other media outlets is timing. Because most of our clients are European, we sometimes don’t receive samples of new launches in time to be covered by the print magazines. The timing issue also pertains to product news. For example, when we discover that a celebrity loves one of our clients’ products and release this information to bloggers, we receive instant coverage.

Q. What happens when a blogger gives one of your clients a negative review? Does this affect your relationship with the blogger?

Fournier: Since we are lucky enough to be able to pre-select our clients, we know that their products are of the highest possible quality, and we don’t have to deal with this problem too much! That said, not every product works for every reviewer. A negative review, as long as it is justified, doesn’t affect our relationship with the blogger at all. In terms of reviews, we believe that it is the right and the responsibility of the media to put forth an honest opinion, whether positive or negative. Sometimes a negative review can even be helpful for us. For example, if we send a rich anti-aging product to a 21 year-old, and she breaks out, it is our responsibility to learn from that mistake and not repeat it.

Q. According to the new FTC ruling, bloggers must disclose whether the company whose products they are reviewing has compensated them in any way. Do you anticipate that this ruling will affect the way PR companies work with new media? 

Fournier: The new FTC ruling won’t change the way we work with the new media because we don’t financially compensate anyone for writing reviews on our products. That sort of thing happens a lot in this industry, and we believe it is the reader’s right to know when a blogger or celebrity has been paid by a company to write or “tweet” about a product. We send products to bloggers like we send products to magazine editors—how does the FTC expect the media to test products before they hit the market if we don’t send them a sample???

Stay tuned for more interviews – and as always, feel free to send your questions to productpasha@gmail.com.

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3. Our new feature: Blogging Behind the Scenes

Q. What made you want to become a blogger?

 Jeannine: I was working in beauty PR when I decided to become a blogger and found myself completely intrigued by social media. I knew the best way to learn it was to become a part of it.  Since I had background in and a passion for writing, I began BeautySweetSpot.com, which was a place I considered my creative outlet.  

Q. How long have you been blogging?

Jeannine: I started blogging in March of 2009.

Q. What is the best thing about being a blogger?

Jeannine: I can honestly say that almost everyday I discover something new that reminds me why I love blogging.  The best thing for me is the relationships I’m continuing to form with very talented bloggers, PR professionals and brands.  I also enjoy exploring the power of social media and blogging allows me to experiment with it in different ways.

Q. What about the worst?

Jeannine: I can’t think of something that I would consider “the worst” thing about blogging, but something that frustrates me would be the people who still don’t get it.

Q. What is your ‘routine’ for researching and testing products?

Jeannine: It depends on what type of product it is or post I’m doing.  If I’m testing new products, I always give them at least 4-6 weeks to “work” before I write a review on them.  I also like to seek out experts to interview about products and treatments such as dermatologists, makeup artists, hairstylists, etc.  At the end of the day, I’m a reporter, not an expert, and even though my readers value and trust my opinions and experiences, I like to give them those of real experts too.   

Q. Will this routine change now that the FTC’s Blogging Rules are in effect?

Jeannine: My routine hasn’t changed and won’t change, but I placed a disclaimer on my blog stating that I do receive some products for free, but my thoughts about them will remain honest.  I also claim that I will call out sponsored posts as they are written.  I think readers value bloggers because they are honest.  If I have to write it out for them, I will.

Q. How do you feel about this ruling? Do you think it’s a necessary measure?

Jeannine: At this point, I placed the disclaimer on my blog and I’m continuing to write as I normally would, always keeping ethics in mind.  What I find controversial about the ruling is that most bloggers are actually honest, while print publications are completely driven by advertisers and they don’t have to disclaim sponsored copy or credits.  I try to avoid the whole online vs. print war, because I respect both sides of the industry, but in the end, blogs aren’t going anywhere anytime soon.

Q. What do you think the overall effect of this ruling on blogging will be?

Jeannine: I think it’s going to be very difficult for the FTC to try to moderate blogging and am curious to see what happens in 2010.

Q. Where do you see your site going from here? Will there be any new features for us to look forward to?

Jeannine: I’m really excited for 2010, as BeautySweetSpot.com will be adding several new features.  This year’s Man of the Week Wednesday’s were a complete success so I definitely plan on continuing them.  Since I’m blogging full time now I’m anxious to keep building and expanding.

Stay tuned for more interviews – and as always, feel free to send your questions to productpasha@gmail.com.

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1. NYC: Make a date with your lashes (+ Jeannine Morris) this Friday
2. Blogging Behind the Scenes: Clumps of Mascara’s Brittany Thomas talks about blogging and FTC rules
3. Blogging Behind the Scenes: A nice chat with Butterfly Diary’s Charu Suri

Q. What made you want to become a blogger?

Shannon: I wanted the ability to reach more women beyond where I was locally. I live rurally so it can sometimes get a bit lonely. Blogging meant being able to have a conversation with women globally. I also have loved writing since I was in 5th grade. So merging my love of beauty and writing was a match made in heaven.

Q. How long have you been blogging?

Shannon: Since October of 2005, it has been 4 glorious years and I have had amazing opportunities come my way since day 1.

Q. What is the best thing about being a blogger?

Shannon: Wow, good question. I honestly can’t pinpoint any one thing, because there really are so many things! First it would be the ability to make so many friends, both fellow bloggers and readers. Second would be the mass amount of knowledge I have acquired of the beauty industry. Third would be the quality of life that blogging has given me and my sons.

Q. What about the worst?

Shannon: I never once have thought that there was a down side to blogging. Never once.

Q. What is your ‘routine’ for researching and testing products?

Shannon: I have a firm rule that I will not read any of my friends reviews on the products or any of the instructions and PR given to me on the products. I want to form my own opinion without being influenced in any way. Once I have tried the product several times and have come to my own conclusions, that’s when I will take out the press releases and read through what the product claimed it could do.

Q. Will this routine change now that the FTC’s Blogging Rules are in effect?

Shannon: Nope, not at all. The only difference is that now I place a disclosure link at the bottom of each review, added a disclosure image w/link on both my Facebook fan page and my blog’s sidebar.

Q. How do you feel about this ruling? Do you think it’s a necessary measure?

Shannon: As more and more companies are tapping bloggers to do giveaways and product reviews, there will always be those who can be bought, so yes, I think it is necessary. However, I don’t agree with it not applying to all forms of media.

Q. What do you think the overall effect of this ruling on blogging will be?

Shannon: Honestly, I don’t think it is going to make a huge difference. Now you’ll just learn who has relationships with who. Readers who truly trust their favorite bloggers will understand the sincerity behind each review and they’ll be able to distinguish between the ones who were basically bought.

Q. Where do you see your site going from here? Will there be any new features for us to look forward to?

Shannon: Eventually all of the men’s reviews on my blog will have their own blog to call home. I will continue reviewing things I love and find fascinating. I will also continue to only do giveaways on my blog that tie into philanthropy. 2010 will be about purpose and helping others.

Stay tuned for more interviews – and as always, feel free to send your questions to productpasha@gmail.com.

Related posts:

1. Best of 2009: A Girl’s Gotta Spa’s Shannon Nelson & KraseyBeauty’s Adina Zilberman picks
2. Blogging Behind the Scenes: Clumps of Mascara’s Brittany Thomas talks about blogging and FTC rules
3. Blogging Behind the Scenes: A chat with KraseyBeauty’s Adina Zilberman