I would love to say the following exchange is fictitious but it isn’t. Despite PR agencies flinging things indiscriminately at bloggers, with scant regard for ROI for years now, a lot of agencies still don’t seem to be able to tell the difference between a blogger (someone who writes for themself in their own time, and may monetise their work at rates they set) and a journalist who sits somewhere and is paid a salary/commission per article to write stuff.
There will no doubt be bloggers willing to accept a whole bottle of sauce in exchange for a lengthy written review but I am not one of them.
I wasn’t one of them 6 years ago when I started blogging for fun, and I’m not now 6 years later as I’m still blogging for fun. If you want to entice me into looking at your product, I’ll need slightly more incentive than something I could cover with the loose change rattling about in my gym bag.
It’s this failure to understand how to engage with bloggers that’s disappointing. It’s not rocket science is it? And the actual cost to the brand in question is completely negligible- the cost to them of their products is a fraction of the RRP we as consumers see.
Dear Blogger,
We’re working with an international drinks brand that turns over hundreds of millions of dollars a year. Would you like a bottle of their new BBQ sauce?
Thanks,
Ms PR
Dear Ms PR,
How exciting? I don’t suppose the international drinks brand that turns over hundreds of millions of dollars a year could spare a bottle of the 40% proof stuff to go with the cooking sauce?
Thanks,
Blogger
Dear Blogger,
No, sorry, it’s just the sauce. Can I send you a bottle in exchange for a review?
Thanks,
Ms PR
Dear Ms PR,
Thanks but I’ve just noticed that Morrison’s are selling the cooking sauce for £1.80 a bottle. I think I’ll spend £1.80 in Morrison’s and forego the emails chasing me for all eternity about writing a review of a bottle of sauce that costs £1.80.
Thanks,
Blogger
I’d have to say that even if I were “in it for the money”, the chances are a £1.80 bottle of cooking sauce wouldn’t merit the time investment I’d have to make anyway. I’m neither rich or time rich, and that’s a dangerous combination.
Generally these sort of posts are between two and five hundred words and often require a photo or two to make them even vaguely interesting and I certainly try not to publish boring stuff- life is too short.
