Food bloggers: What do they really want?

5 usable advices when pitching food bloggers


The new generation of food bloggers rides on the wave of our striving towards a healthy lifestyle. Through their blogging, they have become icons and trendsetters with the power to influence consumers. As PR practitioners, we can’t ignore the fact that we need their help, if we want the consumers’ attention.

By blogging about certain trends within food, health and their experiences with new products, they provide great exposure for companies and brands. And exposure is exactly what everyone is fighting for. But how can we stimulate them to blog about our clients and their products? What do they really want in return for their attention? Based on my own experiences, I have chosen some usable communication advice, which will hopefully give you a head start in the fight for the much coveted blogger attention.

Continue reading “Food bloggers: What do they really want?”

Reklamer

The target groups prevail after the perfect storm

Finally, I found time to read Peter Svarre’s book ”Den Perfekte Storm” (read: ”The Perfect Storm”). It is excellent. Pragmatically, well written and it sharply delivers the tools at a systemic level, to take on the chaotic social medias that have created disorder in the good old structured and calm media universe. And as Timme Bisgaard Munk from the Danish network of professional communicators ”Kommunikationsforum” sums it up, you will consume this book like a crime novel. I did too.

Just a cautionary note

Peter Svarre has a pool of social media friends that have helped him with the book. But the book suffers from it – because it is seen through the eyes of a group of social media first movers (critics would say digital high brow inbreeds). Give me segments: Blue, green, blurry, faithless, postmodern target groups that speak with many voices. Just to mention a few parameters I miss. Has he totally rejected conventional communications tools as old school and out dated?

Continue reading “The target groups prevail after the perfect storm”

Mød min nye ven, Reklamesøjlen

Tak og i lige måde, smukke. Hils din mand mange gange og sig til ham at han er enhver svigermors drøm”.

Citatet kunne være taget fra en personlig udveksling af beskeder blandt veninder. Det er det ikke. Ikke i traditionel forstand i hvert fald. Det er en bruger-kommentar på et opslag skrevet af TDC’s  charmetrold Britta.

For at forstå, hvad der er i spil her, kan det være en idé med et kort dyk ned i mediehistorien. I 1956 skrev Donald Horton og R. Richard Wohl en banebrydende artikel om, hvordan talkshowværter skaber en helt særlig fortrolighed med seeren. ”Personae”, som Horton og Wohl kalder dem, skaber nemlig illusionen om et personligt forhold mellem sig selv og seeren – en parasocial relation. Seeren får følelsen af, at ’kende’ personaen på næsten samme måde som han kender sine ’virkelige’ venner. Et kig på de hjemlige naturister Britta og Claus (TDC) og den slagkraftige Jørgen fra KIMs’ Facebook-sider røber, at parasociale relationer lever i bedste velgående i år 2011. Continue reading “Mød min nye ven, Reklamesøjlen”