What do PR Reps Look for When Working With a Blogger?

Several people have asked me this question. While I could attempt to answer, I thought it would be better to find out straight from the source. I asked six PR reps which I have worked with frequently for their input. They've shared what their firms look for in a blogger.

1. An active, frequently updated site.
This was one of the primary factor. They shared comments such as:
We evaluate how frequently a blogger posts, as well as how many people frequent their site.

We primarily like blogs that gain strong traction, where we can see that other bloggers are interacting with the posts, and that the blog overall is always active.
We also look for blogs with high impressions (for example, 15,000 readers a month). We like to know we're reaching a large number of people who would be potentially interested in using our products.

PR reps are usually looking for the bloggers that keep their blogs updated. By that I mean it is understandable if there are a few days here and there a blogger does not post anything, but for the most part, consistent, consecutive posts are telling the PR rep that you are always blogging and will be posting reviews or getting back to readers in a timely fashion and not having to wait a few weeks or months to hear back.

2. Quality content.
Even if the blog is frequently updated, they check what you are writing.

When I look to work with bloggers I always check out their posts to make sure everything is very detailed oriented with a well written review. I look to make sure photos and website links are added and it’s always a bonus if a blogger adds a twitter or facebook client link.

Of course the quality of the content that is posted is important- does the blogger have typo's all over the page, are their reviews thorough and well thought out, does it seem like their followers will be vital in the viral message about the brand that we represent

It is important that the bloggers explain their thoughts on the books, not just a "I didn't really like this one because the book didn't speak to me." The best bloggers can give insight into the story, the character development, and can explain how a book fits into a series or genre

Include your own thoughts in addition to the information on the product (only copying and pasting the information provided of the products and not including your own thoughts is actually a major downfall because it makes the PR rep think that you don’t actually review the product). Also, it is important if the blogger is engaging with their audience. Reading paragraphs upon paragraphs can be boring so spice it up if you can with pictures, bullet points, and highlight main facts. Engage with your audience and elicit feedback. That keeps conversation going and readers coming back to your blog.

3. Reliability.
I have heard from several PR reps that they have cut their blogging programs because they have sent products and never received reviews of their product.

Of course, it is also important for the blogger to be reliable. There are times where there is a fast turn around and we need to know the blogger will post in a timely manner.

When we ask for products to be reviewed, we’d hope that they are done in a timely manner.


4. Reach the target audience for their products.
Sometimes PR reps look for "niche" bloggers (for example, food bloggers, techies, etc.)

We also look at what type of products they review/giveaway .

Does it look like the blogger is dedicated to their work on the blog? We, as PR people, are giving out free product to people who, in return, are suppose to expose our clients name to an audience that we feel is a good target for our message.

Most look for blogs who speak directly the people we are interested in reaching. For example, moms love our product... so we look for mommy bloggers to review our products as other moms are more inclined to go to those pages.

5. First Impressions.We generally first browse the bloggers site: I.e. check the monthly visitors/traffic coming to the page, the initial first impression that the blog gives.
“We just get an overall impression of the blog”


6. Followers on GFC, Twitter & Facebook.
While major corporations like to see a high amount of followers, many companies will work with bloggers who have less followers.

I like to see bloggers who have at least 800 followers through google or on Twitter. That shows that more than just the blogger's friends and family are reading the posts.

A high number of Facebook fans/Twitter followers is also important.

Also, it is important for the blog to have followers, however it is not vital that you have a copious amount, but knowing you have followers tells us that our products being reviewed are seen by people. We understand though if you are a new blogger and just getting started. No penalization there; we will still work with you.


7. Utilize several media outlets to promote the posts.
Many PR reps like to see their products promoted through several venues.

I look for what kinds of social media they use to supplement their blog (Facebook page, Twitter, etc).

We also look to bloggers who utilize many different outlets to get their messages across (for example, its not just about their blog, but that they also post to Facebook and Twitter).

*I would like to thank the PR reps. They all graciously responded and wanted to help.*