360DigitalInfluence

61 Responses to “Creating a Blogger Outreach Code of Ethics - - Take 1”

1. MC Milker Says:
   September 6th, 2007 at 2:11 pm

   I’m both a mommy blogger at The Not Quite Crunchy Parent.com and a marketing professional. I teach PR at the university level and have handled many publicity efforts, similar to yours in corporate marketing positions. I think your outreach code of ethics is great. It inspired me to write my own

   “Blogger’s Guide to Publicity”

   1. Please treat me, as a blogger as you would any member of the mainstream media – who knows, my audience someday may rival one of theirs.

   2. If I am a popular blogger, I may be bombarded by e-mails requesting that I consider writing on a topic for you or your clients. Make your e-mail stand out and I’m more likely to respond to you. Most of us have broadband access, a well placed graphic is not out of the questions.

   3. Read my blog, please – not just my “about me”. I recently received a pitch from Hasbro and was sent some handheld video games…even though I rail against them on my blog on a regular basis.

   4. Don’t expect something for nothing. In the early days of blogging, bloggers were so thrilled to receive an email from a large company to that they were happy to write a review. Now, as blogs gain more influence, bloggers are bombarded with requests. Send me the product you wish me to review. At least I receive a free sample.

   5. Make it clear that this is a publicity effort. Many bloggers don’t really understand the PR process. Explain who you are and why you are doing this. Explain that you are reaching out to many bloggers. In fact, keep us informed on positive posts – we may want to link our reviews- more publicity for you, more exposure for us!

   6. Like those in the mainstream media, bloggers evaluate publicity for its news value. Does it fit in with their audience’s interests? Can they find an angle? Would they like to try it? Is it timely? Does it seem truthful and accurate? Though most bloggers are not as sophisticated as jaded editors at major publications, they CAN see through a blatant attempt at being used. In other words – will reviewing your product gain me more readers or increase the amount of time current readers spend on my site?

   7. Unlike PR folks, bloggers don’t necessarily differentiate between advertising and promotion. Yes, you’re doing a PR campaign. Under that definition, you’re purview is to “get news” not buy ads. Little old blogger me, though is sitting here writing away for peanuts, if not peanut shells. Toss some money my way. If I’m willing to let you buy a simple brand ad on my site, I’m probably going to give you good review. It’s an obtuse media consumer who doesn’t know that companies both buy ads in publications and send them PR packets hoping for an editorial review. The Chinese wall exists only in theory.

   8. Know my audience. Actually, since demographics aren’t usually available, I’m not sure I even know my audience – many bloggers now though make some attempt to define their audience and may, with a politely worded request, let you in on their knowledge.

   9. Respond to or engage me. You can comment on my blog – you can. Jump in any conversation that seems to fit with your client’s marketing message. Unlike in the mainstream media where you play a background role, you can respond to my commenters’ questions or ones I raise myself. Come on, Mattel, get out there and tell us what you’re doing about the recall. Don’t you have a crisis plan in place for the blogsphere?

   10.Follow up. Not with me. Don’t ask me to send you the link to my article when it runs. Run a search for it. Send me a gushy thank you note thanking me for my time.

   These are just my ideas…maybe some other bloggers can chime in!

2. Jason Linde Says:
   September 6th, 2007 at 2:48 pm

   I work outside of the Digital Influence team but have an interest in blogs especially as it relates to Public Affairs. I like the exchange going on above but have reservations in reading point #7 above, “Toss some money my way. If I’m willing to let you buy a simple brand ad on my site, I’m probably going to give you good review.”

   This is where the line between bloggers and journalists blurs. While there are some “journalists,” notably those running trade publications serving a niche audience, that embrace this practice - there are many that do not.

   This practice is verboten with many larger pubs and we’ve had clients spend hundreds of thousands of dollars in ads only to be pounded in editorials and stories … which frustrating as that it is, is also refreshing. I would rather we have that wall, small as it may be, then have the alternative which is relativism and a lack of credible third party validation, where opinions are bought and sold.

   We currently advise our clients, when it is applicable, to advertise on a specific blog because it reaches our target audience not because we will be assured of a good review.

   The other points made above are all outstanding and for many of us in PR/PA required with both the MSM and bloggers.

3. Alison Byrne Fields Says:
   September 6th, 2007 at 3:04 pm

   I agree, Jason. I don’t want us to get into the practice of thinking that we can buy a blog ad and get a guaranteed good review. However — and in relation to my recent interview with Chris Jordan down below — I do think we should consider buying ads on those blogs that feature them INSTEAD of doing outreach to those sites to ask them to promote the product for free.

   So, let me propose this item for the list:

   – For those bloggers who have ads on their sites, we will propose to our clients that they buy advertising on the blog if we believe it is an effective tactic for achieving their strategy. However, we will make it clear to the client that paying for ad space on a blog does not guarantee a positive mention by the blogger about the product or brand.

4. Jason Linde Says:
   September 6th, 2007 at 3:39 pm

   I agree wholeheartedly with you Alison. And, it may be even more cost-efficient and effective for our clients to buy an ad on the blog instead of having us do the work to try to get a mention.

   The blogs are a great channel of communications and while the blog often features one person - it could be seen as two layers of content - that which is paid for (ads) and that which is earned (content.)

5. Richard Huffman Says:
   September 6th, 2007 at 4:38 pm

   Heh, just a few thoughts

   (for completeness’ sake, I’m an IT person here at OPR who has a D-list blog that may or may not be up at the moment.)

   A few thoughts.

   Unless you’re talking about someone like James Wolcott who doesn’t allow comments and is so good that he doesn’t need to (and he does a good deal of behind-the-scenes communications via e-mail), the distinction between blogger and audience is largely artificial, and varies widely from blog to blog . I would strike the “and/or” there and just make it “and.”

   I would make OPR’s role more obviously that of a facilitator: “We will only propose blogger outreach if a client and a blog/audience has a mutual interest that will be advanced by our bringing them together.”

   Transparency and reading the blog before you contact: a GOOD thing. Compared to most media, bloggers are tightly bound to the readers, and vice-versa, since the medium is an inherently shared one (unless you’re James Wolcott, see above). Still, the medium is also an inherently personal one. Even if you do run a digital Fortress of Solitude, your readers are going to notice very quickly if you “step out of character,” and will not react well to a perceived betrayal for profit, whether real or otherwise (such as the bloggers who caught hell for doing posts about Vista, and accepted laptops as gifts from Microsoft).

   Speaking as a blogger who absolutely hates the phone, the use of the preferred contact is a wonderful thing.

   Saying you won’t read the blog if you haven’t is kind of an odd construction, you might just say “we’ll tell you whether we have (or haven’t) read your blog.” Positive statements stick better than negative ones.

   Saying up front what you want is always good, but is not nearly as precious as earning the reputation for such honesty and candor (which, of course, you need to get by doing it over and over and over again). This is probably the most important thing in the proposed standard.

   Once again, disclosure is good - but disclosing the relationship to the client, or interested party, with OPR acknowledged as a facilitator will get more respect. If someone would rather avoid any disclosure, then almost certainly they should be advertising on radio or TV.

   Do Not Contact lists and Do Not Pester Me are great.

   That last thing, “putting it in writing,” is important too. The benefit will be gained probably after a year or two of having put it into practice, at a guess.

   Hope that was somewhat relevant.

6. MC Milker Says:
   September 6th, 2007 at 7:16 pm

   Good points- I DO agree with you- buying an ad on my site is not going to ensure a good review. Unlike big mainstream publications though, bloggers can choose what ads to run on their site…but are less hindered by the legalities- they can turn down anyone they want for no reason so far.anyway.A rare blogger will accept an ad for a product they don’t like.

   You know though, since, as you point out, since bloggers are not professional journalists, it probably is a bit blurrier…bloggers don’t have editorial chiefs breathing down their necks to enforce objective journalism…it’s an interesting ethical question which tosses the ethical issue back in the agency’s court to some extent - don’t you think?

   Since bloggers, especially smaller and less experienced ones MIGHT write a positive review for pay ( as was mentioned in your interview with a popular blogger in her comment on “pay for post”)

   This is something that might benefit from further discussion. To what ethical standards can a blogger be held or should an agency expect them to maintain? If they don’t who gets the fallout - the blogger? the agency or the brand?

   As a marketer you are always weighing ethical versus legal (ex. working on alcohol or tobacco accounts or where it seems reasonable to advertise to children)….this is just one more of those

7. Kaitlyn Says:
   September 6th, 2007 at 8:28 pm

   I think the fact that bloggers can hand pick their advertisers should make blog ads on their site all the more valuable and appealing to clients. A blogger knows their audience, and knows what kind of ads will resonate. A Marketing Vox article today highlighted a Synovate/MarketingDaily study which found that 43% of blog readers noticed ads on the blogs and nearly one third clicked on an ad. I think those stats make a compelling case for blog ads in conjunction with, or as an alternative to, blogger outreach.

8. Toby Says:
   September 6th, 2007 at 10:40 pm

   Nice to see a large agency thinking through and putting together “ethics” on how to work with bloggers. My thanks to Qui Diaz for the email about your guidelines.

   Taking into consideration that the title of your post is “Creating A Blogger Outreach Code of Ethics” there is an element that is not mentioned and although it might not fall into a ‘code of ethics’ is one of the most significant reasons bloggers will even begin to consider reading your emails and then posting. It is the reason I clicked on Qui’s link. Relationship. Qui and I have developed a relationship over the past several months and I trust her ideas will be of interest to me and to my community.

   MK’s #9 and #10 address how you might begin to build relationships with bloggers. In my post, 12 Blogger Relations Secrets For PR, Advertising and Brand Marketers, I offer a few tips that run similar to MK’s list.
   http://tinyurl.com/2ls7b9
   10. Remember what your Mama taught you. A follow-up thank you for mentions would really be over the top.
   11. Join me in the conversations. Drop a comment on a post. Send me an email note about a post I wrote.

   One note of caution, be careful who you offer payment to and/or freebies. Some bloggers are dead set against accepting anything because they feel it compromises their integrity with their community. They would prefer a way to give back to their community. Be creative. Keep in mind bloggers are not journalists.

9. Geoff Livingston Says:
   September 6th, 2007 at 10:50 pm

   I think you need a commitment to provide value, too. The rules are nice for engagement purposes, but the key is to give substance… Otherwise the rules are all for naught.

   Don’t waste my time with what you think is important, read the blog. Know what’s important. I am not blogging to blog, I have a readership to serve, and as such I expect folks that pitch me to provide that value if they want any attention whatsoever.

   Additionally, we tell the exact same thing to our clients (I have a boutique agency in Alexandria, VA). Provide value to the blogger that’s relevant to their themes, otherwise don’t waste their time.

10. Aaron Brazell Says:
    September 6th, 2007 at 11:06 pm

    Rock on, Toby and Geoff. Both of you have echoed my sentiments and to reinforce what Toby said, that probably is because I know both of them personally.

    See here’s the thing. I’m not a marketer. I’m not a PR guy. I’m a technology blogger and I have 250k readers.

    Now stop. In my statement, what stood out to you most? Was it the fact that I am a technology blogger or the fact that I have 250k readers? If the latter is the case, then you have no business approaching a blogger looking for press as you are approaching the problem from the mere angle of numbers. If it’s the first, then you have recognized the audience, reach and market. That’s a good thing.

    As a blogger, I am approached a half dozen times a week by some marketing AGENCY I know nothing of marketing a CLIENT’S product that will REVOLUTIONIZE my life.

    Wait… Who are you? What do you know about my life?

    Nothing… that’s what I though.

    What do you ACTUALLY know about your client’s product? While this question is slightly off topic as you, the PR firm, are hired to push the client’s product, I think it highlights a fundamental flaw in the marketing and PR landscape today. How can anyone, blogger, marketer, PR person, journalist, preacher, professor, waterman, carpenter or truck driver - speak about something with authority and passion when they have no first hand knowledge of the topic?

    Relationship is the word. As a PR firm, if you want me to bat for you, know ME. See? That’s the psyche aspect that everyone misses. Bloggers are concerned about themselves. They don’t care about you. They care about themselves. I care about ME. If I feel like you understand ME, I will be more likely to help YOU - not the other way around.

    Hope I’m not too harsh here. I’ve enjoyed reading the interesting points here. But Toby nailed it.

    Aaron

11. Tyler Reed » Blog Archive » Ogilvy PR - Blogger Outreach Code of Ethics Says:
    September 7th, 2007 at 2:10 am

    [...] Ogilvy PR has just released its Code of Ethics for approaching bloggers. I have just read through them and I have to admit it is well written and thought out. I think Ogilvy PR need to come teach their South African counter parts about social media. (read Cliff Jennings - The Facts) [...]

12. Digital Influence Mapping Project Says:
    September 7th, 2007 at 7:06 am

    Our NEW Blogger Outreach Code of Ethics

    We just published our new Blogger Outreach Code of Ethics on the 360 ° Digital Influence Blog. Why do we need another code? We still like WOMMA’s code and our own 7 Tips. But we see an alarming trend - clumsy,

13. Blogger Ethics? l Apple is Microsoft l Cool Cubes l Hulu Hullabaloo l Event PR « PRNewser Says:
    September 7th, 2007 at 12:15 pm

    [...] September 7th, 2007 Ogilvy: Read Their Take on a “Blogger Code of Ethics” [...]

14. Future Visions Says:
    September 7th, 2007 at 12:17 pm

    bottling the lightning

    So this week was certainly fun and exciting! Hulu recessed back into their silent hole, Microsoft launched SilverLight, Veoh continued to challenge the wall that is IP content distribution while IP ownership began to bight back. HP entered the IPTV

15. Brains On Fire Blog » Blog Archive » The New Blogger Outreach Code of Ethics – by Ogilvy Says:
    September 7th, 2007 at 2:06 pm

    [...] It’s no secret that we’re fans of John Bell in these parts. Those Ogilvy folks are no slouches and now they’ve come up a new code of ethics for reaching out and contacting bloggers. And it’s great stuff. [...]

16. Justin R. Buchbinder Says:
    September 7th, 2007 at 2:13 pm

    We have followed these guidelines at RF Interactive for years. Therefore it goes without saying that I agree fully with what you have written here. It makes me wonder who was sending these truly tragic pitch emails. Whenever we propose blogger outreach, we do weeks of research to get to know bloggers that we then may pitch.

    We always treat them like journalists (some are more powerful than journalists!) Who would ever think that they could just kick out a templated Dear NAME email and acheive anything? It’s absurd that these MomBloggers even had to complain.

    As someone from the industry, I must say that it’s embarassing that ANYONE would conduct their outreach in such a shameful manner. Do the work. Do the research. And form RELATIONSHIPS, people! We know so many bloggers so personally that they come to us for new information, because they know that when we come calling, we’ve only got the best for them and their readers.

    Sincerely,
    Justin R. Buchbinder
    Senior Content Strategist/ Lead Copywriter
    RF Interactive

17. The Straight Pitch » Blog Archive » Code Of Ethics For Pitching Bloggers Says:
    September 7th, 2007 at 3:44 pm

    [...] A tip of the cap to the good folks at Ogilvy Public Relations for their recently posted Blogger Outreach Code of Ethics. The list, posted by Kaitlyn Wilkins, Ogilvy’s Digital Influence Strategist, offers a solid primer on how PR folks can start off a relationship with a blogger on the right foot. [...]

18. Erika, Plain Jane Mom Says:
    September 8th, 2007 at 5:37 pm

    Thanks for writing this Kaitlyn. Especially the point about not pretending you read our blogs if you don’t.

    I have no problem being contacted by folks who want a product reviewed, but it really puts me off when they try to pretend that they’re one of my regular readers. Why get it all started with a lie, when the truth works very well?

19. How PR professionals should pitch bloggers Says:
    September 9th, 2007 at 6:34 am

    [...] Ogilvy is building some rules of engagement, read The Ogilvy Blogger Outreach Code of Ethics . It’s a good effort in building an effective way for all parties to share information. [...]

20. Links 2007-09-09 at Communicatiemannen Says:
    September 9th, 2007 at 6:43 am

    [...] 1. De Blogger outreach code of conduct first draft van Ogilvy mag gezien worden [...]

21. Kristen Says:
    September 9th, 2007 at 8:53 am

    I appreciate the efforts and the code of ethics. Clearly, Ogilvy has had a positive relationship with bloggers for obvious reasons; they believe in the inherent value of blogs and the message that they can send to readers.

    I do find it ironic, however, that your agency is touting this code but offered bloggers who participated in a panel for you a basket of shampoo.

    You might consider adding “Will offer reasonable compensation when you form a working relationship with a blogger.”

    It’s great to have a code of ethics, but when it comes down to it, you’re asking for free “advertising” (I use that term loosely). You want my time, my space, my traffic, and my expertise — for free — or for a bottle of Wisk. I’m pretty sure this is not the case with most folks you come in contact with when it comes to working relationships.

    If you treated bloggers like journalists, then I bet you’d be paying them.

    As the co-founder of Parent Bloggers Network (www.parentbloggers.com), I work as an advocate for bloggers, as well as a liason between bloggers and PR professionals. We are happy to find willing and able bloggers, connect them with companies, and provide reviews as well as a bunch of other very creative marketing strategies that make both BLOGGERS and CLIENTS happy.

    And we foster continuing relationships. Something that one-off emails absolutely cannot do.

    Our most successful campaigns are not necessarily the ones with the most fantastic products, but are the ones when the PR professionals and companies show an interest in working with bloggers through us or other blog marketing agencies. This shows that they value the opinions of bloggers and admit that perhaps they don’t know as much about the blogosphere as bloggers themselves might.

    I recently spoke with a PR professional from a large PR firm who’s currently doing the “spam” email attempts. Of course, they know blogs and bloggers.

    They know that most high traffic parent bloggers don’t do reviews. They know that due to the ad networks most bloggers are using review blogs. And she really liked my “blog” (um, you meant “post” right?) about poop.

    Respecting bloggers i.e. offering some type of compensation goes beyond the campaign. It lends itself to brand respect and loyalty from bloggers. They remember who spammed them, and they remember who reached out via a blog marketing agency and offered them respectful remuneration (either via product, or compensation, or both).

    But guess whose product they’re buying at the end of the day? And guess whose product they’re more likely to talk about after the fact, link to, and recommend to other bloggers?

    I’d say PR Professionals need to take a cue. I don’t try to do your job. If I had a product, service, or issue to promote, I could try to do a shoddy job of it myself, or I could be smart and defer to the experts. It might cost me more, but in the long run, isn’t it worth it?

22. A good pitch that counters the bad pitches : NevilleHobson.com Says:
    September 9th, 2007 at 11:52 am

    [...] And finally, a note to all the bad pitchers out there in the US - take a look at Ogilvy PR’s Blogger Outreach Code of Ethics. Then reads MC Milker’s Blogger’s Guide to Publicity. [...]

23. Alison Byrne Fields Says:
    September 9th, 2007 at 2:07 pm

    Thanks to everyone who is participating in the conversation about the code of ethics — within the comments on this blog, on your own blogs and via email.

    Kristen (who blogs at Motherhood Uncensored and who served as an adviser on a project in 2006), thanks for coming by. I’m sincerely sorry that you felt like we should have offered additional compensation for your counsel and wish that I had known this before so I could have addressed it.

    Here’s what my perspective on paying bloggers. Tell me what you think. Should this be part of the code?

    – If we engage bloggers as advisors on a specific project, we should provide them with compensation (agreed upon at the start of the project). This compensation will solely be for their time as advisors and will not include an expectation that the bloggers will write about the project – favorably or unfavorably. (I don’t think we ever asked you to write about the project on your blog because it wasn’t launched and we were operating under an NDA.)
    – If bloggers have advertising on their blogs, we will counsel our clients to purchase advertising to reach the bloggers’ readers. We will make it clear, however, that paying for advertising does not mean that the blogger will post about the product/campaign/issue.
    – If we do reach out to bloggers with news about a product/campaign or issue, we will not provide monetary compensation, so as to avoid appearing as if we are trying to “buy” a favorable review. Our colleagues that do media relations can’t pay journalists to write about their clients and it would be unethical, in our view, to do that within social media.
    – If we ask a blogger to review a product and, therefore, provide them with the product to enable them to “experience” it, we will ask the blogger to be transparent and reveal that they have been told they can keep the product.

    Thanks for telling us – and our readers – about Parent Bloggers and the work that you are doing. I’d love to talk to you more about it and will send you an email to see if we can set up time to do so.

    The reason we drafted this code was due to a desire to get feedback from bloggers about effective blogger relations. Most of us are bloggers ourselves and all of us are regular blog readers. We respect the medium and we respect bloggers and we aim to encourage our colleagues – within Ogilvy and within the industry as a whole – to recognize the value of working within social media effectively and ethically.

    Again, thanks for coming by.

24. kristen Says:
    September 9th, 2007 at 6:41 pm

    I think your code is looking pretty good and at this time I don’t have much if anything to add. I do think (echoing the other Kristen, with whom I’ve also worked, incidentally, on a campaign) that it would be nice if people reaching out to bloggers would learn the vocabulary. Nothing drives me more bonkers than people referring to posts as blogs. It’s a small thing but it tends to brand a person as ignorant of the medium and how it works.

    I also think it’s wise to be open-minded regarding feature ideas. As with a magazine, a blog may want to diversify the types of content it publishes. Some bloggers are very sensitive to this ongoing ethics debate and don’t want to publish reviews, particularly if it’s out of left field compared to the rest of their normal content. Learn enough about the bloggers in question so that you can have some latitude when approaching them, and can be (or at least appear to be) flexible and accommodating of their needs and responsibilities to readers. Maybe they won’t run a traditional review, but maybe they’ll be willing to do a raffle or giveaway, or interview your product’s creator, brand manager, etcetera.

25. del.icio.us bookmarks for September 9th | Technovia Says:
    September 9th, 2007 at 7:30 pm

    [...] Creating a Blogger Outreach Code of Ethics - - Take 1 - [...]

26. Liz (Mom101) Says:
    September 9th, 2007 at 10:14 pm

    Thanks for linking me here and I’m glad to hear that my post is one of the ones that got you all thinking. I think overall this is a great start.

    I just wanted to offer up a few introductory lines that are better than the disingenuous “hey, love your blog.” Or “hahaha I also agree that [refer to most recent post here]…so anyway, let’s talk Cool-Whip.”

    1) The honesty approach:
    “Hi Liz, to be honest, I didn’t know about your blog until recently and I’m having the best time going through your archives. You have a great voice and I can see why it was highly recommended that I check you out”

    2) The don’t pitch me anything on the first email approach
    “Hi Liz, I hope you don’t mind me contacting you. I’ve been reading you for the last couple of weeks and while you don’t seem to do a lot of product reviews here, I want to start a dialog–I have a few projects coming up that you might enjoy knowing more about, especially after I read that post of yours on blahblahblah.” (and oh God PLEASE don’t say “synergistic with your content” to a personal blogger, ever.)

    3) The friend of a friend approach (always works)
    “Hi Liz, I’ve had some dialog recently with [your friend/associate here] and she thinks you’d be a great person to talk to regarding…”

    4) The ball’s in your court approach
    “Hi Liz, I know you’re really involved in pro-choice issues and I’d love to talk to you about ways we could potentially work together to get the word about pro-choice candidates in the upcoming election. Do you have a few minutes to talk sometime this week or could I just send you some information?”

    —

    I know there are so many creative ways to get in touch with bloggers in ways that will make them far more receptive to the pitch. It just takes a moment of thought.

    As Kristen said above, a lot of successful campaigns start with great PR people, not great products. The former can certainly compensate for the latter!

27. kristen h. Says:
    September 10th, 2007 at 1:04 am

    I second Liz… I’ve been doing blogger outreach since 2005 and I get good results most of the time because that’s how I contact people. Honesty is the best policy, and the most effective. As a blogger myself, I am so much more inclined to want to work with someone who tells me “Never heard about you until yesterday, now I love you” than someone who starts out by saying “I love your blog,” then transitions in Paragraph 2 to the standard form letter pitching the product.

    If you’re not sure how to make a relationship work, but you like the blogger and their audience and you think you should be working together, it’s good to be honest about that too. Something like “I know you don’t normally do reviews or run interviews, but I think this is a great match, ideas-wise, and I’d love to work with you… Do you have any ideas on how we can work together in a way that’ll benefit both of us?”

    Usually they have great ideas, better than mine. Or they refer me to a friend/blogger who’s a better match.

    Real, human emails take time to write, but they get great results and set a friendly, collaborative tone for an ongoing relationship.

    Incidentally, this is the first time I’ve had to refer to myself as “kristen h” since high school (4 kristens in my graduating class).

28. Six Reasons to Lighten Up on Businesses » The Buzz Bin Says:
    September 10th, 2007 at 7:22 am

    [...] 6) The blogosphere is relatively young. Medium-specific ethics are still getting ironed out. Doesn’t it make sense to participate in the conversation rather than flog evil businesses for every little error? [...]

29. MC Milker Says:
    September 10th, 2007 at 7:43 am

    I’m catching up on these posts today and have some thoughts.

    As both a marketing professional who has developed and executed PR campaigns to the mainstream media and a blogger, the one think that is clear reading this posts is that, FOR NOW – the approach to bloggers needs to be different than to the mainstream media…but that will change as the blogsphere ages.

    One thing that Alison said that struck me was

    If we ask a blogger to review a product and, therefore, provide them with the product to enable them to “experience” it, we will ask the blogger to be transparent and reveal that they have been told they can keep the product.

    That is so very different than with traditional media- where PR kits that include a product are standard and interestingly mainstream media writers feel no obligation to inform their audience that they received a press kit with a free sample. My PR students are shocked to hear that journalists writing “new product” sections don’t run around town finding new products; they simply did through the press kits of their desk.

    That said, individual blogs, at this point, are different and bloggers tend to WANT an agency to do as Alison suggested. This brings me to (I do have a point, actually) a recommendation. As the blogsphere grows rapidly and changes, bloggers may adapt practices similar to those of professional journalists and agencies need to stay on top of these changes. An ongoing panel of bloggers that advise Ogilvy and other big agencies makes more sense to me than a one off research project. Continuing input will be critical

    I have one more thought comment I wanted to mention. While tech blogs are the high volume ones now, as tech e-commerce sites were in the early 90s….the consumer of most interest to many agencies is women 24-39, who control the household spending, to a large extent. This area, including “Mommy blogs” is still highly fragmented (at least as compared to the high numbers generated by traditional women’s pubs) so bears watching carefully. Agencies need to continue to consider individual mommy bloggers as innovators; influencers of many more consumers than their numbers may indicate.

    OK – I’m done for awhile – whew!

30. VIZIONAR Says:
    September 10th, 2007 at 11:53 pm

    [...] Astfel, OgilvyPR propune un nou cod etic, care în prezent este supus discuţiilor pe blogurile lor (poţi vedea articolul pe blogul agenţiei intrând aici). [...]

31. Goodness Gracious, Great Blogs of Fire » The Buzz Bin Says:
    September 11th, 2007 at 7:48 am

    [...] Local Ogilvy 360 Digital Influence blogger Kaitlyn Wilkins unleashed a great blog post on creating blogger outreach ethics. This very influential post has sparked a round of blog discussions around the globe. Hat tip to Ogilvy for taking the initiative. Bloggers are not journalists, and the sooner the PR industry as a whole accepts that the better for everyone. More on this coming on the Now Is Gone blog next week. [...]

32. Finally, a code of ethics for pitching Bloggers « [ Marketing + Social Media + PR ] Says:
    September 11th, 2007 at 11:31 am

    [...] That’s why it is refreshing to see Ogilvy PRs 360 Digital Influence blog, come up with a Blogger Outreach Code of Ethics. It’s appropriately called Take 1. Remember Ogilvy PR comprises both sides of the equation –PR people who pitch stories to bloggers, and prolific, influential bloggers like Rohit Bhargava. Which is what makes this list more attractive to me. I urge you to read the whole list. Among them are: [...]

33. Guidelines for Pitching for Bloggers Says:
    September 12th, 2007 at 5:14 pm

    [...] Meanwhile, Ogilvy PR has been busy listening to the growing list of complaints from bloggers (partly triggered but the mommyblogger debate at Blogher) and has codified what is best practice for them. They are currently taking feedback - so please comment here or on their blog. Here’s the full list: [...]

34. Blogger Outreach Code of Ethics « Searchfairies.com Says:
    September 12th, 2007 at 8:08 pm

    [...] The Creating a Blogger Outreach Code of Ethics post touches upon a sensitive topic today for bloggers and hopefully other PR agencies that engage in blogger outreach programs will follow suit with their own code of ethics to abide by. [...]

35. Mel Says:
    September 13th, 2007 at 11:57 am

    This is an excellent list of rules to follow, but I find it hard to believe that professionals in this business do not already adhere to them. The unfortunate thing for our industry is too many people forget the most important rule they should follow when attempting to pitch a story to anyone — Common Sense.

36. Ogilvy’s Blogger Outreach Code of Ethics « 21st Century Media Relations Says:
    September 13th, 2007 at 8:59 pm

    [...] Ogilvy PR’s Blogger Outreach Code of Ethics [...]

37. Ogilvy PR’s blogger outreach code of ethics at PR Works Says:
    September 14th, 2007 at 9:06 pm

    [...] Ogilvy PR’s Blogger Outreach Code of Ethics [...]

38. SoSaidThe.Organization » Blog Archive » Blogger and social media outreach code for government? Says:
    September 15th, 2007 at 3:24 pm

    [...] There’s been some discussion lately of a blogger outreach code of ethics - particularly at Ogilvy. What would a blogger outreach code for government look like? [...]

39. The Ogilvy Blogger Outreach Code of Ethics (Beta Version) at aoortic! dot com Says:
    September 15th, 2007 at 9:42 pm

    [...] To that end, two of my colleagues in our team have developed a first draft of our new Blogger Outreach Code of Conduct which they just published on our team blog.  This is our first stab at creating something transparent that could rebuild some credibility in the eyes of bloggers who have had to hear too many clueless pitches from inexperienced PR and marketing folks.  I am reprinting the elements of the code of conduct below and I encourage you to check them out and leave your thoughts on our original blog post over at the 360 Digital Influence blog. [...]

40. etica blogger relations | Relações Públicas Says:
    September 17th, 2007 at 2:07 am

    [...] É assim que começa o primeiro rascunho de um código de ética na relação com os bloggers, criado pela Ogilvy. [...]

41. Tyler Reed » Blog Archive » Social Media + Public Relations = PR 2.0 Says:
    September 17th, 2007 at 1:39 pm

    [...] In addition to that, Ogilvy PR released their Blogger Outreach Code of Ethics a couple of weeks ago. I believe that all PR firms that are engaging bloggers adopt these ethics that Ogilvy PR have put forward. Just like Paul’s suggestions, it requires effort. We at Younique have adopted the ethics whole heartedly, not only because they are common sense but because we are bloggers mostly ourselves. [...]

42. L.A. Daddy Says:
    September 17th, 2007 at 2:15 pm

    Hey, I’m a daddy blogger and I’m chiming in with my two cents:

    First, I like the code. It’s pretty comprehensive. One thing that I would add… if you’re dealing with mommy and daddy bloggers, don’t always expect a fast turnaround time. I don’t need to be reminded 48 times that I still haven’t written your review.

    I have children puking on my shoes at the least opportune moments.

    Personally, I like to work a review into the context of my life. So, that can take some time. Gentle reminders are fine every once in a while but I wouldn’t expect immediate results from parenting bloggers. Find someone who’s blog you like and build that relationship. Mention upcoming projects but don’t spring something on us that’s “really hot” and “now” and hope we’ll drop a post two days later for you.

    Second, I’d like to discuss compensation. I’ll start by making this statement - I’m not a journalist. You ask any parent blogger if they think they are journalists and they’ll say no. I think.

    My point is this - I think many bloggers think of themselves as entertainers. The reason compensation comes up is they think about the fact they are a bit influential. People are more influenced by recommendations than just about any form of advertising. It works. As entertainers (and not journalists) if you come to a semi-influential or up-and-coming blogger and ask for a favorable product review… is that unethical?

    I don’t think so. I think of it as product placement in an entertainer’s domain. Having the TV star drink a Diet Cola on-screen with the label facing toward the camera is worth it’s weight in gold to the cola company. What’s it worth to the production company of the TV show to put that can in the shot?

    To be honest, a lot of parent bloggers wouldn’t mind being able to buy little Johnny a new bike or be able to afford a babysitter now and then on the weekend… just to get away from little Johnny for a few hours. Even if it meant talking about how much they “love” using the lemon-scented dish washing detergent.

    And there are some who would never think of doing it. Maybe they’re the journalists.

    Anyway. Just the thoughts of a daddy blogger. Okay, I’ve got to go clean my shoes.

43. Laura Halsch Says:
    September 17th, 2007 at 3:22 pm

    Thanks for commenting, LA Daddy. I think this issue of compensation is where transparency and disclosure become really important. It is obvious when an entertainer is getting paid to promote a product in a commercial or TV show, but maybe not so obvious when a blogger is writing about that product in the context of his personal blog. Does a blogger lose credibility (and influence with his audience) when he is getting paid to say nice things?

    At Ogilvy, we request that bloggers provide full disclosure about how they came to review our clients’ products. We also try to emphasize the importance of honest feedback - we really are interested to hear what you think. Our rationale for setting you up with a product is not simply about getting you to say something nice. It’s about giving you something we actually think you would be interested in trying out and starting a conversation.

44. Qui Diaz Says:
    September 18th, 2007 at 10:11 am

    Sarah at BlogString recently shared her version of the customizable Colbert “On-Notice Board,” featuring her social media pet peeves. Top of the list? “Horrible No Good Very Bad Pitches.” . Sigh.

    It truly is a humbling time for anyone who tries to get their message out through blogs. Not just us “PR flacks,” but also the good people working in communications/marketing and corporations and government and nonprofit agencies. I’ve been on that side of the fence, too, and we’re all learning day-by-day and trying to keep up with this rapidly evolving form of social media.

    Liz’s tips on email composition to a new-to-you blogger are sincere and spot on. I think solid examples of “good blogger communications” like the samples Liz provided would be an asset to any set of blogging best practices.

    And in addition to outreach ethics and samples, those blogging best practices should also include a section on “How to Get to Know a Blog” – as in, how to effectively digest and interpret what you learn while exploring a blogger’s interests and influence. “Read the blog” does not translate to an intuitive blog-orientation process for everyone.

    On another note, I’ve been reflecting on something MC Milker brought up at the beginning of this discussion: the notion that “journalists are objective, bloggers are authentic.” Seems like all the a href=”http://www.techcrunch.com/2007/09/05/fec-determines-that-blogs-count-as-media/about”>chirping the FEC’s recent decision to provide first amendment protection to blogs –awarding blogs the title of “media” rather then requiring them to comply with campaign finance law – will have a long-term impact on how bloggers determine our own beats and self-classification for objective/subjective reviews, opinions and, of course, advertising.

    I wonder, alongside Laura, if we do good by LA Daddy and pay bloggers to essentially advertise (rather than promote word of mouth marketing), then we lose that authentic voice, no? Another discussion all together, perhaps.

45. L.A. Daddy Says:
    September 18th, 2007 at 3:00 pm

    Yeah, the more I think about it… the more I don’t know if paying for favorable reviews is a good thing.

    Maybe we’re thinking too much “inside the box”, too. It’s either - “Let the bloggers be journalists and just ask them to review products and services for free” OR it’s “Let’s corrupt their writing and opinions by buying a good review advertisement!”

    The problem is that there is no media company paying the blogger a salary so that they’re available to review products and provide that influential word-of-mouth.

    If I were to think “out of the box”, and type without thinking… I would say — make the blogger a contractor to the agency. Allow them to have the freedom to say what they really feel in their posts. Have them post this information in their “About” section, that they do work for such-and-such firm as an independent product evaluator. This avoids the problem of needing a constant disclaimer that they were paid for each review.

    Anyway, it probably is a separate discussion for another time.

46. iain tait | crackunit.com » Blog Archive » Blogger Outreach Code of Ethics Says:
    September 19th, 2007 at 2:16 am

    [...] I was really getting on well with this Blogger Outreach Code of Ethics - Take 1 from Ogilvy’s 360 Digital Influence Blog. It seems to have some decent principles that make sense whether I’m wearing a blogger hat or a marketing hat (which is nice). They’re asking for comments and are going to refine the thing (and, by the sounds of it, share the refined version at the end) which is great. But then I got to this bit at the bottom: While you don’t need to use your name in commenting, please identify yourself as a blogger and/or as an agency representative. Also, feel free to repost the current draft of the Code of Ethics on your own blog and solicit feedback from your readers (just give us a link back so we can follow the conversation too!). If you have any questions, or want to share an opinion privately, please feel free to contact me at kaitlyn.wilkins@ogilvypr.com and Alison Byrne Fields at alison.byrnefields@ogilvypr.com [...]

47. Katya Says:
    September 19th, 2007 at 10:43 am

    Thanks for starting this lively discussion. It’s an important one. As a former journalist, who is now a blogger, I see that the rules that govern PR pitches to so-called traditional media don’t exactly fit pitches to bloggers, but I do think that’s a good place to start. I agree with MC Milker’s comments on bloggers vs. other media– perhaps it’s useful to think of a blogger as a one-person media outlet with (possibly) an advertising/promotion department and an editorial department. You could pitch either, but you have to be clear which you’re pitching and what you’re proposing.

    When I was a journalist, what offended me most was the fact that most PR people did not treat me as an audience but rather a potential mouthpiece of their message. They didn’t consider my needs as a professional reporting the news. I think that’s the same mistake PR people should avoid in pitching bloggers. Most of the pitches I get are terrible (I love your blog, here’s my cookie cutter pitch), because they take the mouthpiece approach. Worse, many promotional people go to the dark side of posting comments that are really ads or trackbacks to their products.

    All the rules suggested here go back to this point: bloggers are people communicating to an audience. Rather than focusing on them as an avenue to their audiences, focus on them directly. Are you providing them something of true value in your pitch, based on their focus, or not? If not, skip the pitch.

48. How PR Professionals Can Avoid Bad Blogger Outreach in 3 Easy Steps Says:
    September 20th, 2007 at 3:01 am

    [...] Before I do that, I’d like to recommend a couple of resources that you might check out. The first is a well thought out Blogger Outreach Code of Ethics from Ogilvy’s 360 Digital Influence. It’s a great effort that will likely evolve over time, but in my mind is a cornerstone. The other is a thoughtful post from the always thoughtful Todd Defren of SHIFT Communications’ PR Squared blog. [...]

49. Pitching bloggers doesn’t make you a bad person. Really. « Fake Plastic Noodles Says:
    September 21st, 2007 at 4:20 pm

    [...] There are so many more resources out there for PRs who want to pitch bloggers than there used to be: Codes of Ethics from Ogilvy and WOMMA, over 700 results for “how to pitch a blogger” on Google, and 600 ongoing conversations about what pisses bloggers off about being pitched by PRs (which I think may be the most valuable resource of all). The information is out there, it just has to get into the hands of the people who need it. I plan on helping spread the word.   [...]

50. Blogger pitches: How and who? « Says:
    September 23rd, 2007 at 4:49 am

    [...] Ogilvy’s Blogger Outreach Code of Ethics [...]

51. Jim Tobin at Ignite Social Media Says:
    October 1st, 2007 at 8:01 pm

    Part of the problem here is that exact same problem with pitches to traditional media. “Let’s make 200 calls to increase our odds of a pickup instead of making 10 really well researched calls.” PR firms do that all the time. It irks “real” journalists just like it irks “citizen” journalists. Social media, done properly, is not PR…

    Having said that, blog outreach will continue to happen, and these guidelines are an excellent start.

52. Ogilvy PR 360 Digital Influence Blog » Blog Archive » » The Ogilvy PR Blogger Outreach Code of Ethics (Take 2) Says:
    January 21st, 2009 at 2:24 pm

    [...] & Insights The Ogilvy PR Blogger Outreach Code of Ethics below is the revised version of our Blogger Outreach Code of Ethics – Take 1. It is the result of a two-week collaborative discussion by bloggers and individuals in the [...]

53. Ogilvy PR 360 Digital Influence Blog » Blog Archive » » The Blogger Outreach Code of Ethics DOWNLOAD Says:
    January 21st, 2009 at 2:25 pm

    [...] Blogging is Money – or is it? One of the big back and forths we had in the comments of the Take 1 post was about the ethics of compensating bloggers for posting. At the root of this debate was the [...]

54. Ogilvy Public Relations — Relações Públicas Says:
    March 10th, 2009 at 7:01 am

    [...] Para quem não conhece, a Ogilvy também conta com a colaboração de Rohit Bhargava o autor do blog Influential Marketing, que cunhou o termo Social Media Optimization. E em 2007 a Ogilvy gerou algum diálogo com um código de ética específico para o contacto com os …. [...]

55. The New Rules of Breaking News, Beware of Embargoes | PR2.0 Says:
    March 20th, 2009 at 10:57 pm

    [...] and trust o f bloggers, many PR professionals are subscribing to a “Blogger Relations” code of ethics - although this draft is in dire need of revision (which will be a later post), but it’s a [...]

56. The FTC Has It Right – Agencies Have It Wrong On Paid Product reviews « mcmilkergroup Says:
    April 22nd, 2009 at 1:08 pm

    [...] back ago, I was asked by Ogilvy 360 to work with them to develop a blogger code of ethics. A lot of discussion came up around compensation for bloggers – i.e. paying to post, paying for [...]

57. The Sharper Image Review Says:
    June 16th, 2009 at 10:30 am

    I only recently was contacted about my blog and I’m a little “cart before the horse” apprehensive. On one side, there’s backlinks and potential traffic. On the other hand there’s compromising the integrity of a fledgling blog.

    In the end, i think we have to realize that blogs are what you make them. If they are works of art, then cherish them. There are those who will use it as portals of commerce. Let them to it. If they do it then the attention will be drawn away from the works of art.

    Attention will come and go in cycles. Just stick to your craft and ride the wave. As for a code of Ethis: Ethics are like rules. Most of us blog so we can blurt out opinions and not abide by rules. Why start now?

58. Gary Vaynerchuk on the next FIR Live — NevilleHobson.com Says:
    June 21st, 2009 at 11:07 am

    [...] We’re thrilled to have Gary as a guest on this live episode, together with John Cass whose post about the email pitch engaged a number of people in conversation with Gary; as well as John Bell, head of the 360° Digital Influence team at Ogilvy PR which produced Ogilvy’s Blogger Outreach Code of Ethics. [...]

59. How to launch a successful blogger outreach « in pursuit of cleverness Says:
    October 1st, 2009 at 3:18 pm

    [...] Creating a Blogger Outreach Code of Ethics Title says it all. [...]

60. Kimberly Says:
    November 25th, 2009 at 9:52 am

    I agree A LOT with what MC Milker said.

    I get pitched several times a day. I do try and make an effort to reply to pitches to let them know I am interested in more information or if what they are pitching is not suitable to my reader demographics.

    I have to say that about least 90% of the time PR firms are great to work with but sadly I have had to deal with several who are not. Like those who constantly send pitches my way for products and services that I have no interest in or would not fit my demographics.

    Just yesterday I got a pitch in the subject line, and nothing in the body of the e-mail. Talk about poor PR!

    I have been disclosing on my site before the FCC made it a rule. I think it’s a great idea, however consumers are the ones who really need to research products and services before they make a purchase. They cannot base it souly on the opinion of ONE blogger. Like my mom used to say “One man’s meat is another one’s poison”. Just because I loved a product DOES NOT mean that someone else will, and vice versa.

    I take the feedback and reviews of others to heart but I would never let that be the ONLY reason why I choose to make a purchase or not.

    I also agree with others who said that bloggers need to be treated like people and not just one of the masses who a pitch was sent out to. If you want to build a relationship with me get to know me. Read my blog. Leave comments. E-mail me your thoughts. If people would take the time to get to know the blogger and what they write about and their writing style then you would know if they are someone you want to work with and someone who might be interested in something you are pitching.

    The worst pitches I get are those who copy and paste press releases. That’s it…nothing more. Please tell me why I would have an interest in that? If someone just sends me a copy of a press release I delete it. I couldn’t care less. I want some kind of interaction with the person who is sending it to me. And why send me a press release for a new brand of tires when clearly that is not something that fits my blog.

    Bloggers are just not bored people who have nothing to do and are looking for freebies. I’m sure there are a few bad eggs out there who are but most bloggers I network with are legitimate writers, movers and shakers and not just someone looking for “stuff”. Most bloggers have a “voice” and want to be able to share their thoughts and opinions on matters. Bloggers also want to build great relationships with PR firms and companies. I for one am a freelance writer. I blog because I love to write. I could write a 1,000 word blog post on toilet paper if I felt like it.

    I also agree a lot with what Kristen said. It’s not always about the product being pitched, but how the PR firm/company goes about the pitch as well. For example, normally I just get things tossed in boxes, sometimes without even so much as bubble wrap. I can be an expensive item too. Other times I get products sent to me that it’s clear that the company/PR Firm not only cares about the product but me as well. Just this morning I received a box from a company that makes cheese. They not only sent me samples of the cheese but also a lunchbox, a gorgeous wooden cutting board/serving dish, table place settings and a Sharpie to use to write names on the place setting cards. What product do you think I’m going to talk more about with my readers, family, friends, neighbors, school parents…? Of course I’m goingto talk MORE about the cheese and the company then I am about the expensive product that was just tossed in a box. By the way the cheese even came in a gift box and tied off with a beautiful ribbon.

    I’m NOT saying tha PR Firms/companies need to send extra “stuff” when sending a product for review, I’m merely suggesting that maybe Firms and Companies can put a little more heart into how they present things to bloggers. Please don’t toss a product in a box without even so much as some information about the product or even a business card. Even if you are sending a book to be reviewed just wrapping a ribbon around it and making it into a bow tells me that you CARE about me as a person/blogger and that you want to have a good relationship with me to help promote your brand/product and that I’m more to you then just some random e-mail you sent a pitch to.

    I don’t care if it’s a box of Q-tips. If you care enough to include a friendly note thanking me for my time to review your product I’m going to be more impressed then I would be with another firm/company who sends me a $$$$$ product just tossed in a box, not business card, no note, no nothing.

    Hopefully I explained that well enough. Sometimes what I am thinking doesn’t always translate to writing the same way.

61. Holiday Hotels Says:
    January 25th, 2010 at 4:17 pm

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