We’ve been doing blogger outreach at Fleishman-Hillard Kansas City since long before I arrived, but those numbers still astound me. With the proliferation of smartphones—50 percent of Americans will have smartphones by yearend—it seems moms are going to be spending even more time online.
So how do we reach this key audience?
It seems that moms are recognized as an important consumer group that needs to be on PR pros’ radar screens. But how many of us are consistently managing campaigns in which moms are a target audience and, thus, mom bloggers a target media?
Each time I ask, the number seems to grow. I’d be very interested to hear what’s working and what’s not working for you in those programs.
Here are a few best practices I’ve learned over the last couple of years that have helped me make a connection for our clients when pitching moms who blog:
1. Research before pitching. Form a project team and assign at least a couple of people to research the bloggers that make the most sense for your client. Check for traffic numbers, but also for relevancy to the brand and the blogger’s tone. Compile all bloggers into one comprehensive list for the team to use.