Posts Tagged "Public Relations"

Last week, I had the opportunity to publish an article in PR News, a leading publication for the public relations industry. The story was written to bring the PR community up to speed on how brands and mom bloggers  can work most effectively together today — and to illustrate how that interaction has changed. As only PR News  subscribers can access the original link, I thought I would share the complete article with you below:

 HANDLING THE CHANGING SPACE OF MOM BLOGGING

For anyone out there who still thinks “mommy blogging” is all about caring and sharing – I’m a mom, you’re a mom, let’s help each other – it’s time to wake up and smell the freshly minted greenbacks. Yes, diapers, deadbeat dads, poop and puke are still covered daily in what was once called the momosphere. Yet the focus of blogging moms has evolved in recent years to the point that for many, blogging is no longer a form of expression or community but instead a means to a monetary end. One of the most discussed topics at mom-focused blogger conferences these days is monetization – specifically, how moms can turn their blogs into bucks. Some of those conversations center on requiring brands to pay bloggers for posting reviews — not something that I support. In fact, building both an audience and credibility by reviewing products or otherwise posting about brands for no charge should be simply the point of entry for mom bloggers who want to be considered for future, profitable business partnerships.

What to do once that baseline has been built and those blogger-brand relationships established? As the social media mom-space matures, companies need to find ways to reward those who support their business. In my point of view, bloggers who regularly provide quality visibility for a client’s brand for free should be recognized whenever possible with other, paid opportunities, as the natural progression of that corporate or agency connection. These can take the form of hiring moms to:

• Serve as “Brand Ambassadors.” The term has a number of possible definitions. It can encompass creating a planned, ongoing series of branded blog posts – very different from an occasional mention. It might involve promoting a company at a blogger conference by talking up the brand and handing out samples and materials, or serving as the brand’s official spokesperson in any number of other capacities.
• Write content for your Web site. Many of these women are bloggers because they like to write and are good at it. If you’re targeting moms, why not enable them to hear from other moms like themselves, against the backdrop of your brand?
• Act as advisors on everything from SEO to Facebook design. Many of these moms are more deeply involved in certain aspects of social media than most publicists will ever be. Consider tapping their expertise.
• Host virtual or live events. Mom bloggers like to connect with other mom bloggers, whether virtually – say, via a Twitter party — or live and in person. They may be more likely to do so if it’s a popular mom blogger inviting them to gather together.
• Participate in Advisory Boards. What does a mom want? When it comes to your business, why not ask the experts? We did that not long ago via our social-media mom Parkbench Panel, for a family-focused Hewlett Packard project. As in that case, the feedback can be both surprising and productive.

Of course, when embarking on any such formal relationship, both bloggers and brands must disclose that it is a paid one.

Today’s moms are pitching not only for a chance to review your product or take that free trip to Disney World or get invited to that unbelievable event, but also to have companies recognize them in a bottom-line way for what they have accomplished and what they could achieve for brands.

Not that all mom bloggers are worthy of such recognition, however.

Some have difficulty grasping the concept of a post that’s not simply cut-and-paste, the significance of deadlines, proper grammar, the correct spelling of brand names or the idea of actually doing what they promise they are going to do (review the product they are sent; attend the event to which they have RSVPd). Others believe that, by virtue of the fact that they are mothers and have a blog – period – they are deserving of, indeed entitled to, an array of perks and privileges, and they will complain, across all social media channels, if their experience is less than what they consider perfect. It is these bloggers – the irresponsible ones and the ones whose expectations are not based in reality– who give the whole social media mom-space a nasty name.

Fortunately, there remains a pool — albeit a small one — of real professionals, many of whom in a former life (or also in this one) are themselves marketers. When it comes to brands recognizing and rewarding bloggers with business opportunities, these moms’ names will be mentioned over and over again. Brands and agencies must understand that working in an ongoing manner with women who can partner with them in a professional way to achieve business goals will ultimately be more effective than the increasingly common mass outreach to every mom blogger in the universe. The cream will eventually rise to the top, and the rest will simply curdle.

Brands, how are you interacting with mom bloggers right now? Moms, what are you doing to make yourselves appealing to brands?

A new client is a wonderful thing, and we’d like to welcome three of them to the Child’s Play Team:

Music Together is an internationally recognized early childhood music program for children from birth through age 7 and the adults who love them. The company pioneered the concept of a research-based, developmentally appropriate early childhood music curriculum that strongly emphasizes and facilitates adult involvement. Based in Princeton, NJ, Music Together has locations in more than 2000 communities around the globe. Child’s Play Communications will position Music Together as a thought leader in music education and create further awareness of the value of its brand, through an extensive traditional media and social media campaign.

 Fairy Tales Hair Care is the U.S. leader in all-natural lice prevention products for children.  Headquartered in Passaic, NJ, the company produces a best-selling line of organic Rosemary Repel hair care products, and a wide range of natural products for bed bugs and mosquitoes.  The brand is available in over 7,000 salons, specialty stores and pharmacies across the U.S. Child’s Play will be responsible for launching the company’s new products and expanding awareness of its existing lines, through traditional and social media outreach.

My Twinn is the leading creator of one-of-a-kind personalized dolls since 1993.  Designed to look like children ages 3-12, handcrafted My Twinn dolls are cuddly companions today and cherished keepsakes in the years to come.  My Twinn is headquartered in Chatham, VA. Child’s Play will spread word about the brand and introduce new products, through both traditional and social media programs.

It’s not quite Disneyland, but the annual Toy Fair – starting today — in New York City generates its own high-pitched version of child-like fun and excitement. For the past 20 years or so, I’ve joined the crowd cramming the aisles of this much anticipated event which introduces the toys that will land on moms’ must-have lists come the holiday shopping season. It’s here at Toy Fair that companies launch their latest to retailers, traditional press, and in recent years, social media alike. We invite you to stop by the Summit Toy booth, #1973, where we’ll be demonstrating  the popular Backyard Safari Outfitters and Zillionz toy lines. I’ll also be walking the aisles with my colleagues, Julie Livingston, former head of public relations for Toy Fair and now Director of New Business Development at Child’s Play, and Marie Baker, who heads our social media program. We’ve  got dozens of meetings booked with companies who are leaders in the toy industry, to discuss how our combination of traditional public relations, social media and word-of-mouth expertise can help them reach moms.

So whether you’re a toy manufacturer looking for more awareness among moms or a mom blogger interested in reviewing toys, we hope to meet you at Toy Fair! Connect with us at childsplay@childsplaypr.com.

See you there!

Any of you who are regular readers know that Child’s Play Communications hosted it second annual Bloggers Brunch last week and that the event featured a panel presentation titled, “What Does a Mommy Blogger Want?” My plan was to review the video of the presentation and summarize some tips — but one of the bloggers in attendance did such a fabulous job on her own blog that I thought I’d send you there instead. For great advice on working with mom bloggers to reach moms, please visit Mariana at Riding with No Hands and check out her post, also called “What Does a Mommy Blogger Want (Bloggers Brunch Recap)” here.

Mariana, thanks for coming to our event and for summarizing the presentation so expertly.

We did it! We held our second annual Bloggers Brunch earlier today and based on the feedback from guests and sponsors alike, I think we can say that a good time was had by all! Thanks so much to everyone who joined us for this special event.

The Bloggers Brunch, held at a private club in New York City, was designed to enable bloggers to connect in person with our clients and each other — as well as to enjoy a lovely brunch (complete with “momosas”), great giveaways and raffle prizes that could not be beat.

I would like to say a special thanks to a  long list of folks who joined us today:

First, to our panel of leading mom bloggers, who addressed the topic “What Does a Mommy Blogger Want?” offering insights into the issues and trends that affect the momosphere today, as well as advice on how best to interest mom bloggers in your brand. Major kudos to: Debbie of Mamanista,  Kimberly of  Mom in the City, Liz of Cool Mom Picks, Jo-Lynne of Musings of a Housewife, and Melissa of Real Moms Guide. Great job!

Second, to the members of the Child’s Play Communications review network, Team Mom, who joined us for the day. What a pleasure to see everyone in person.

Third, to the folks who traveled from out of the NYC area — New Jersey, Connecticut, Pennsylvania, Boston, Virginia, Maryland and even Florida! We hope you found the journey worthwhile.

And almost last but not at all least, to all the sponsors who helped make this possible. In alphabetical order: Cuisinart, FujiFilm, Goddard Schools, Good Housekeeping, Joy Berry Enterprises, Nickelodeon, the Orlando/Orange County Convention & Visitors Bureau and the Toy Industry Association. And, of course, to Lord & Taylor, which arranged for Louis, of Laura Mercier, to provide makeovers for our guests.

Love you all. Can’t wait until next year. Photos and video soon to follow.