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:

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

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.

Related posts:

1. Blogging Behind the Scenes: In depth with BeautySweetSpot’s Jeannine Morris
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3. Blogging Behind the Scenes: Getting to know BeautyXpose’s Anne Houseman

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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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:

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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.

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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.

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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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