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

 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.)

Related posts:

1. Blogging Behind the Scenes: The folks at Fournier Communications tell it all!
2. Blogging Behind the Scenes: the folks at Bold PR tell it all!
3. Our new feature: Blogging Behind the Scenes

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.

Related posts:

1. Blogging Behind the Scenes: the folks at Bold PR tell it all!
2. Blogging Behind the Scenes: Stephanie Smirnov strikes perfect blogging balance
3. Our new feature: Blogging Behind the Scenes

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

Q. What made you want to become a blogger?

Anne: For the past 15 years, friends and family have been asking me questions about beauty products, what they should and shouldn’t do to get glowing skin and how to stay up on the hottest fashion trends. I figured I’d combine my professional journalism training with my passion for beauty and team up with my colleague Kristin Bassett to create BeautyXpose. We wanted to provide a venue where people could get honest product reviews and useful how-tos alongside some tongue-in-cheek features like “The Bald and the Beautiful,” where we photoshop celebrities bald and ask readers to vote if they’re beautiful…or just bald.

Q. How long have you been blogging?

Anne: We’re coming up on BeautyXpose’s one year anniversary in January.

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

Anne: Getting comments from readers — both in agreement and in disagreement — is extremely rewarding. It indicates that what I’m writing is really of value to people, even if they don’t necessarily agree with what I’m saying!  I just really enjoy the interaction.

Q. What about the worst?

Anne: Sometimes, it can feel like you’re speaking to no one.  Even when I know people are reading, I’d really love to see more comments so I can get to know their thoughts too.

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

Anne: We have a few fantastic contributors at BeautyXpose, and all of us are beauty and fashion junkies at heart.  That means many times you can find us scouring the aisles at Sephora and the other department store beauty counters. Sometimes, we write about products we’ve purchased ourselves. Other times, PR representatives from beauty brands reach out to us and tell us all about their latest products and send samples. It really just depends. Rest assured, unless we’ve indicated otherwise, we’ve tested the products we write about personally, so you’re getting our true thoughts about them — not just what the brand or a website says about them (unless, of course, we agree!).

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

Anne: Our routine isn’t changing one bit.  The only thing we’ve done is add a disclaimer to the bottom of posts where we’ve received samples so that it now indicates as such.

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

Anne: From my perspective, I think readers are savvy enough to tell when a blogger’s opinion has been swayed by a brand — and trust me, a free sample of lip gloss isn’t going to make most bloggers gush about the product if it isn’t up to snuff. It simply isn’t the same thing as true advertisement (bloggers can’t pay their mortgage with free lip gloss), so most bloggers don’t treat it as such; they just give their take and opinions on the product. Unfortunately, it’s also a reality that bloggers wouldn’t be able to offer as many reviews if they were required to pay for each and every product they’re testing.

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

Anne: I really think that bloggers will begin to add disclaimers, but other than that, the bloggers who have been reporting openly and honestly to their readers all along won’t be doing much else to comply. It will also be interesting to see how the FTC plans to enforce this ruling, if at all. As for our readers, they shouldn’t notice anything different at all, since we’ve always been upfront with them.

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

Anne: At BeautyXpose, we’re hoping to add even more interactive features like videos and quizzes. Keep an eye out for other fun features in 2010!

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. Our new feature: Blogging Behind the Scenes
3. Blogging Behind the Scenes: the folks at Bold PR tell it all!

Q. What made you want to become a blogger?

Adina: Living in NYC, I have come to realize that I ultimately have access to anything and everything the beauty world has to offer. Wanting to bring all of my experiences to those all around the world, I set out to create my own platform where I can share my passion and borderline obsession with all things beauty.

Q. How long have you been blogging?

Adina: Officially, since February 4th, 2009. Unofficially, I was the roving reporter for Specktra Beauty News one year prior.

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

Adina: Sharing my ideas, inspiration, and obsession of all things beauty with my readers.

Q. What about the worst?

Adina: There is honestly nothing I can say that I don’t like about it.

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

Adina: As with everything I do, I throw 200% of my time, efforts, and energy into blogging. Upon receiving a product, I will have a good look at the product along with its accompanying info, and decide how to best go about showcasing it. All products are then photographed, swatched (when applicable), and tested for any given time frame. For example, skincare and haircare go through a 2-4 week trial period, while cosmetics generally have a 1-7 day test run. Once I have a good idea of how the product works, I will come up with the post’s concept, and at the point the writing will begin.

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

Adina: No, I will still continue to do things the way I have always been doing them. The only difference is that my reviews will now have a disclaimer added to the end of them.

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

Adina: I have mixed feelings in general. I can see the necessity of keeping bloggers honest, though I don’t appreciate the fact that bloggers specifically seem to be the ones being targeted. I feel like these regulations should apply to print media and magazines as well.

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

Adina: I think it will increase reader’s confidence in bloggers, and ultimately weed out serious bloggers vs those more interested in “swag”.

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

Adina: Honestly, I only hope for Krasey Beauty to become bigger and better. I hope to increase the number of posts steadily, and hopefully increase the number of visitors to my site worldwide. I am contemplating a couple of regular features too, such as ‘Krasey in Love’ (my favorite products of the week), and perhaps some fun weekly questions/quizzes.

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 frank chat with SickaThanAverage’s Celia San Miguel
2. Blogging Behind the Scenes: A nice chat with Butterfly Diary’s Charu Suri
3. Best of 2009: A Girl’s Gotta Spa’s Shannon Nelson & KraseyBeauty’s Adina Zilberman picks

BOLD PR is a deliberately small agency that offers a hands-on approach and a very high level of practical experience, know-how, creativity, and established media relationships that afford it the “in” needed to leverage its clients’ messages.With a concentration on beauty, health, and lifestyle brands, BOLD PR specializes in media relations, online outreach, image development, brand messaging and positioning, and building brand name recognition for its clients and their products and services. Here’s what they had to say:

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

Bold PR: Making sure our clients’ messages are being heard, valued, and covered by the media is the most important aspect of public relations, but that goes hand-in-hand with the need to maintain strong media relationships. Editors/writers must know they can rely on us for newsworthy information and angles, and to get them what they need in a timely and respectful manner.   

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

Bold PR: We are our client’s advocate and voice, but sometimes, no matter how many angles and how many pitches, a particular product may not find the coverage a client thinks it deserves. Balancing the needs and expectations of our clients with those of the media is the most difficult aspect of doing PR. We can lead the horse to water, but we can’t make them think.  

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?

Bold PR: We love bloggers that take a journalistic approach to the product reviews, have a passion for the category and add a unique twist to their content. Honest reviews, good grammar, accuracy and interesting story angles factor into our evaluation, especially if the site is smaller or doesn’t have a measurable viewership. We want our clients to see how important online media has become to the success of their brands and professional-looking sites are the way to do 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?

Bold PR: The quality of the coverage can be competitive between top bloggers and magazine editors nowadays, but it’s the immediacy of the online media community that really differentiates them and provides a great benefit for a PR campaign. Magazines are catching up on the turnaround time as they expand their online sites so it will be interesting to see how online media evolves over the next few years.  

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

Bold PR: It definitely happens and we prepare for it by educating our clients about the online community and all the possibilities for coverage. They’re aware that promoting products in a public forum opens them up to both positive and negative feedback, but if they really believe in their products, it shouldn’t be an issue. If there is a negative review, we evaluate what is said and try to work with the blogger to solve any problems they’ve had – it could be as simple as a color or formulation choice. Or the problem could be one of improper positioning, which caused unrealistic expectations and therefore a dissatisfied user. This blogger is representative of the consumer, so there are important lessons to learn in blog feedback, and because of the quick turnaround, a brand and its PR can make changes where necessary.

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?

Bold PR: We can’t speak for other PR companies’ practices or how they might be affected by the new FTC ruling, but for us, we don’t compensate bloggers for reviews and believe that if a blogger is financially compensated for coverage they should certainly disclose that fact.  In essence, that makes them a paid spokesperson. The “new” media needs to be guided by the same ethics and rules as more traditional media if they want similar credibility.

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

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