For Bloggers/Web hosts - Working with PR people/marketers

[Mary A Huff]

Hi all,

Guess most of you know about HARO and ProfNets and using these types of query services to generate sources for information, quotes - and even media visits. 

 

PR people obviously must justify their time and/or budget to their employer or clients.  How much time did it take to research, create a compelling pitch or response to a query, and how much money did it cost?  Agencies charge either by the hour or are on retainer. In-house destination PR people also do monthly reports so all of us can face some tough questions. We also are often working with employers or clients who are more used to traditional media.

 

When we look at HARO and ProfNet queries, we usually start by weighing the ROI in terms of reach (number of viewers).  But that's not all we do.  If the viewership is not large, we do other research (which takes more time), to find out whether the blog/website reaches the client's target audience, how engaged the viewers are (do they post notes on the blog/website saying they went to X hotel/restaurant/destination as a result of your blog/website post) and how much time it will take to craft a response/how much budget it will take to host the blogger, etc.

 

I came across a HARO-type query from a two bloggers who really knew how to position themselves for best results.  "Together, we have a combined total of over 5,312 blog followers; 22,500 unique monthly visitors; 49,750 monthly visits; and over 3,655 Twitter followers ... Your company will receive added exposure, product awareness, website traffic and social media network traffic." 

 

There are plenty of regional, targeted traditional print magazines that can't beat those audence figures!  So don't be afraid to add your analytics to your queries so that we can quickly make a decision and justify the work we do on behalf of our destinations/clients.

 

Any other insights from PR people or travel marketers?

 

All the best to you,

Mary A. Huff

Pineapple Public Relations

Representing great destinations in Georgia, Florida, Alabama, North Carolina