Gini Dietrich

Participate In Our BlogWorld Session Today

By: Gini Dietrich | May 25, 2011 | 
127

Today, at 11:30 ET, Danny Brown and I hit the stage at BlogWorld to talk about the relationship between bloggers and PR professionals.

Common Sense and Collaboration: The Last Stumbling Block for PR Pros and Bloggers is the title of our session and you have the chance to participate virtually!

During the session, Lisa Gerber is going to live blog. Which means she’ll be updating the comments section with our pithy remarks (please let them be pithy!) and you can ask a question by leaving a comment. She’ll ask the question and then give you the answer via a reply to your comment.

So you can begin thinking about how this will work and what you’d like to ask, the session is broken down into five parts:

  • Bloggers understanding PR pros and PR pros understanding bloggers
  • Figuring out how to work together
  • Examples of pitches and pitch guidelines: The good, the bad, and the craptastic
  • A manifesto
  • Getting along

If you’d like an example of how this will work, Danny did it with an interview with David Siteman Garland a few months ago. You’ll see that people asked David questions directly and he was there answering them as the hour rolled along.

The difference between what you’ll see on Danny’s blog and what we’re doing, is Lisa is going to be our mouthpiece. I hope she doesn’t abuse her power!

If you aren’t available at 11:30 ET, by all means leave your questions or comments now and we can weave them into our presentation.

We’re also recording, which we’ll edit down into bite-sized chunks for you in the next couple of weeks, so you can see/hear your question being asked and answered.

It’s a pretty stinking cool idea (thanks Livefyre!) and we hope you’ll be able to sneak away from work for an hour to join us!

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • G- my question- how did you and Danny coordinate the presentation? Tools, tricks, etc that worked for you? Seems like so much more collaboration is possible, but also seems folks are afraid or unable to pull the trigger. How do you put those fears to rest for people?

    Sorry I won’t be able to check in- i think? But I know you two will knock it out of the park!

  • ginidietrich

    @faybiz Um, well… We actually created a Google document where we posted thoughts, ideas, and examples. Then Danny did a first draft of the deck, I cleaned it up and added the last section, then he finalized it. We’ve chatted a few times and we’re going to finalize our pieces of it this morning. It’s not tricky at all!

  • VERY cool. Will try to tune in around that time! Knock it out of the Park!

  • KDillabough

    @EricaAllison I second that motion!

  • bdorman264

    @EricaAllison No, Gini said ‘stinking’ cool………….that’s at an entirely different level…………….

  • KDillabough

    @bdorman264 @EricaAllison must look up the Canadian spelling on that Bill:-)

  • KenMueller

    I look forward to this. You’ll do a great job. One of these days I’ll get there!

  • KenMueller

    @bdorman264 @EricaAllison she so cool she stinks?

  • nicolehering

    Couldn’t make it today but will definitely be there tomorrow – looking forward to following online!

  • TroyClaus

    Rock it @ginidietrich and Danny Brown!

  • KenMueller

    Alright. Time to get pithy!

  • Steve Birkett

    Glad I chose to check on some e-mail just before lunch, would have missed the dastardly duo in action otherwise….have at!

  • KDillabough

    @KenMueller I had to look up pithy in the dictionary…you know, @bdorman264 , the Canadian one, winkwink.

  • TroyClaus

    I hope @ginidietrich got the Nerf Bat I sent, that Danny can be a handful lol

  • KDillabough

    @TroyClaus @ginidietrich Don’t you wish we were there to see the Nerf Bat in action Troy?

  • TroyClaus

    @KDillabough @ginidietrich haha, you know it!!

  • maddiegrant

    I’m here, have they not said anything worth sharing yet? LOL.

  • KenMueller

    @maddiegrant apparently there is a lack of pith at the moment

  • TroyClaus

    Maybe it’s not a lack of anything, maybe a brawl has already broke out lol

  • maddiegrant

    @KenMueller Hahaha

  • KenMueller

    Where is @lisagerber ? She’s in charge of this thing. Lisaaaaaaaaaaaaaaaa……..

  • KDillabough

    @TroyClaus Nerf bat already in play?

  • Steve Birkett

    Just heard police sirens speeding by…..perhaps on way to this session??

  • maddiegrant

    This is kind of a bummer. Guess we’ll have to wait for the recording.

  • This is a little outside the focus of the convo, but I would love feedback from anyone here (or at BWENY) who has used BlogDash. I tested it out when it was in beta and haven’t used it since, but I demoed a competitor that didn’t even compare. Any insight would be much appreciated!

  • TroyClaus

    @Steve Birkett Wouldn’t surprise me with those 2 lol

  • TroyClaus

    @Nikki_Stephan – Big fan of Spinks and BD.

  • maddiegrant

    @Nikki_Stephan signed up but haven’t had a chance to do anything with it…

  • TroyClaus

    Apparenlty Danny and @ginidietrich have the crowd in conversation already.. via @theSalesLion on Twitter

  • KDillabough

    dannybrown just dropped a d-bag comment in his class…and it only took like 3 minutes. Tweeted by thesaleslion

  • maddiegrant

    @TroyClaus btw why are you not there onsite? 🙂

  • This is Lisa Gerber. 🙂 the wifi isn’t working!

  • @TroyClaus Me too. I just haven’t had the chance to dig into the platform more since it launched. But I loved the ebook and totally agreed wht the advice included in there!

  • KenMueller

    @rachaelseda Lisa? You had to legally change your name to Rachael in order to do this?

  • TroyClaus

    @KenMueller @rachaelseda Blog World policy??

  • KenMueller

    @rachaelseda oh, and you have to love when the wifi isn’t working at a blogging conference. If I had a nickel for every time…

  • maddiegrant

    Rachael won’t lend you her laptop or whatever?

  • `here `i am. Thanks to @johnfalchetto for the computer that works!

  • maddiegrant

    @Lisa Gerber @johnfalchetto yay!

  • Talking about the 5th estate – Citizen journalism – using fb and twitter to communicate and rally people around an issue or a cause.

  • Bloggers aren’t taking action from mass pitches and emails – those don’t work anymore. It’s about relationships, and something that works for them specifically. for their blog and their audience.

  • @TroyClaus @KenMueller @rachaelseda yeah the Javits center wifi rocks. not.

  • The key to the blogger/PR relationships. we’re all doing each other a favor. don’t force an issue. don’t try to dominate.

  • TroyClaus

    @Lisa Gerber – It seems a genuine community is the answer then, no?

  • @Lisa Gerber This is great Lisa – like the bite-size bits of info! Easy to digest!

  • TroyClaus

    @Lisa Gerber Agreed, those days are done.

  • KenMueller

    @TroyClaus @Lisa Gerber Community and relationships. Sounds so…familiar!

  • KenMueller

    @TroyClaus @Lisa Gerber work together, don’t seek control on either side

  • Q from audience: What is expected of bloggers when they are invited to an event. sometimes all that works is taking a photo. A from Gini: sometimes communicate what your expectations are. but again, don’t force it. the blogger should do what works for them.

  • this is purely interactive session so please ask questions here and `i’ll pipe in when i can.

  • TroyClaus

    @maddiegrant Last minute cancelation 🙁 But it’s good news for Bonsai, so I guess 🙂 lol

  • KenMueller

    @Lisa Gerber hehe…when you can

  • Steve Birkett

    @Lisa Gerber We open e-mails from contacts we know and trust first, so it only makes sense that the relationship building comes before the ask. Best way to cut through an overflowing inbox.

  • @maddiegrant @johnfalchetto he saved the day!

  • Why are we still arguing about the bad pitches/blogger relationship. from audience: sometimes a mass pitch can be forgiveable if it is from someone with whom you have a relationship and when it is relevant. So it all comes down to the relationship. if you get the relationship wrong, you screw up.

  • @KenMueller I’m more assertive online, not in real life. LOL

  • KDillabough

    How to get bloggers and PR peeps together? dannybrown answers by showing a cartoon of two people in bed. Think you just woke everyone up! tweeted by mkirkpatrick1

  • KenMueller

    @Lisa Gerber just tell @ginidietrich you have some Muelleriffic questions. She’ll let you talk.

  • KDillabough

    @KenMueller @Lisa Gerber @ginidietrich Superb suggestion Ken!

  • from: @ginidietrich you should see the bad pitches, the crap we get. it’s because people won’t take the time to build a relationship months before a client’s product needs to be launched. so it’s hard to do in a 2 to 4 week window, which is why a great initial, introductory pitch is important.

  • the pr agency has responsibility to coach the clients that it is going to take time (this is from audience). that they should already be making the relationships ahead of the product launch or because you already have the relationships.

  • KenMueller

    @Lisa Gerber @ginidietrich it seems that with the online world and social media we want results over night. we aren’t willing to take the time to cultivate the relationships. How do we get our clients to do that?

  • Bloggers love to complain, write about negative stuff. (@dannybrown) if bloggers can go back to the positive, and try to emphasize the positive. (ie, always writing about bad pitches)

  • now w’re shoiwng the bad pitches.

  • Steve Birkett

    @Lisa Gerber @ginidietrich Purely devil’s advocate, but could it be considered disingenuous to build a ‘relationship’ specifically with a pitch in mind? Is it an artificial basis for starting what most of us prefer to be natural conversation on social media?

  • KenMueller

    @Steve Birkett @Lisa Gerber @ginidietrich good question. was just thinking about that. it’s not a “real” relationship if it’s built on mercenary criteria.

  • no, this is a good. Dnny doesn’t write about what the pitcher had pitched, so he responded, “why did you think this was a fit for my readers becasue `i don’t write about this.” and he explained who he was, where he found him (Cision databse for PR industry) then he empathized with Danny’s position of being randomly pitched.

  • KenMueller

    crap. why is this over lunch hour? i’m hungry and I”m on the porch. Someone bring me a sandwich!

  • @Steve Birkett @Lisa Gerber @ginidietrich It’s only disingenuous if that’s the way you approach it… If you’re genuinely interested in building relationships, that will shin through in everything you do.

  • @KDillabough dannybrown Haha – that is no surprise… Go Danny!

  • another good: she looked at everyone’ s blog, she personalized the pitch talking about what danny did individually, and why a certain chapter of the book she was pitching would be relevant – she pitched different chapters to different bloggers. she closed by saying”you are under no obligation whatsoever to write about it”

  • KDillabough

    @KenMueller Sending you a cyber sandwish sandwich Ken!

  • KenMueller

    @KDillabough Man cannot live on cybersandwiches alone!

  • @KenMueller LOL!

  • A good pitch from Adam Zuckerman: (I received this one) he introduced himself, said why he likes spin sucks, then he pitched a specific idea for Spin Sucks, along with some links to his social profiles short and simple, but personable and one we said, yea we want this guy to guest blog for us.

  • thanks for the questions guys! I’ll try to pop in soon, but its moving fast and I’m trying to type, look at what you’re writing and keep my wits about me. 🙂

  • maddiegrant

    @Lisa Gerber that sounds ok but the “no obligation part would annoy me. Of course we’re not under any obligation 🙂

  • @Lisa Gerber I think there are some typo’s here LOL!

    Man you type fast Lisa!

  • Bad: “we are trying to promote our new social media campaign…… we are attaching a press release” From the audience, someone said`; “did you get my press release?” then (Laughter). lol. i’m doing closed captioning now.

  • maddiegrant

    @Lisa Gerber hehe

  • @maddiegrant agreed

  • Bad:

    “How effectively is your brand website leveraging social to increase user value?” as the first sentence. Danny was immediately done.

  • maddiegrant

    QUESTION: Have they seen anyone doing interesting things with press releases, or are they well and truly dead? And I don’t mean the non-starter that was the SMR (social media release)…

  • maddiegrant

    @KenMueller @KDillabough tee hee!

  • Dave Fleet at Edelman in Toronto is a great example – he has a pitch page – how to pitch bloggers called pitching tips.

  • Bloggers need to educate. cartoon: “are you sure this is part of the new ID process for a drivers license.” (naked guy at DMV) to help the craptastic blogs go away.

  • PR doesn’t control the story, the writer does.

  • KDillabough

    @Lisa Gerber These are awesome: just tweeted them! Thx Lisa

  • HowieSPM

    Ack Missed it!

    BTW I heard riot police had to disperse the crowd at the @DannyBrown and @ginidietrich talk. There were mounties and they fired tear gas. At least I think that was what was on TMZ.

  • @maddiegrant gini has n’t seen anything. Danny saw a press release that tagged to a podcast but that was the only thing. He can’t remember what it was for.

  • @HowieSPM @DannyBrown @ginidietrich HA – it was the crazy Scotsman!

  • @KenMueller @ginidietrich Ken – that ended up being answered in the intro pitch comment and the good pitches section. we don’t always have the time,but it’s all about being authentic. being a real person.

  • @maddiegrant Press releases don’t do much for you in the way of attracting creditable journalist or bloggers…

  • @Mark_Harai @Steve Birkett @ginidietrich Danny replied: we’re all making a living, putting a roof over our heads. We all need to understand, in the end, that’s why we are building relationships. (my addition: there is no such thing as a selfless move) So to @Mark_Harai ‘s point – if you approach it in a geniune way, the answer is no.

  • Gini ended the session with a very pithy comment:

    “ok, see ya.”

  • KenMueller

    @Lisa Gerber she probably had to go take a pith

  • @KenMueller did you make it or did you faint from lack of food?

  • maddiegrant

    Awesome, thanks Lisa and everyone. That was fun.

  • KDillabough

    @KenMueller @Lisa Gerber Touche…and I’d put the symbol over the “e” if I knew how! This one’s for you too @bdorman264 wherever you may be:)

  • Ok!! bye for now! more later and `i’llg o through and answer anything I missed.

  • KDillabough

    @Lisa Gerber Thanks Lisa: you’re the bomb!

  • KenMueller

    @Lisa Gerber im good. i always forget to eat anyway.

  • Looking forward to seeing the video.

  • @KenMueller @Lisa Gerber She mentioned something about Mexican food…

  • @maddiegrant Hi Maddie,

    I saw a podcaster receive a pitch via podcast, branded exactly like the podcaster’s blog (jingle and all). Hugely impressed. Though can’t recall the name, sadly…

  • ginidietrich

    @maddiegrant I love that you were here for this!

  • @KenMueller @Lisa Gerber @ginidietrich Hi Ken,

    The best way is to make the initial pitch relevant. If you can show you appreciate what I bring, and what my readers can offer from a feedback angle, you don’t need to take a long time to cultivate a relationship – you’re already building one. 🙂

  • @Mark_Harai @KDillabough Haha, that was @ginidietrich slide! And does that mean everyone was asleep ’til then? Grrr…. 🙂

  • @Nikki_Stephan Spoke to david spinks today at his booth, I love the product and he’s launching new features in next couple of months that will blow it out the water. 🙂

    Definitely check it out.

  • @KDillabough @TroyClaus @ginidietrich Gini had heels on and kept stamping on my toes when I got out of line…

  • Just wanted to say awesome job to both @DannyBrown and @ginidietrich , it was a great class and the interaction was excellent. :)) Ya’ll made the entire ‘group’ proud!

  • @DannyBrown david spinks Awesome, good to know. Thanks!

  • bdorman264

    @KDillabough @KenMueller @Lisa Gerber Trying to land a big fish (account); still a work in progress……

  • KDillabough

    @bdorman264 @KenMueller @Lisa Gerber Happy fishing my friend!

  • bdorman264

    @HowieSPM @DannyBrown @ginidietrich No, those mounties were Danny’s body guards…….it’s a Canadian thing……

  • KDillabough

    @bdorman264 @HowieSPM @DannyBrown @ginidietrich I’d just like you to know I sent in the Mounties…it is indeed that Canadian thing:)

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  • ginidietrich

    @Marcus_Sheridan @DannyBrown Thanks Mufasa!

  • ginidietrich

    @KenMueller @Lisa Gerber So @DannyBrown and I were reading through this yesterday and this made us both laugh.

  • ginidietrich

    @maddiegrant This question created quite the debate!

  • ginidietrich

    @Mark_Harai @Steve Birkett @Lisa Gerber I agree with Mark on this. As PR pros, it’s our job to already have relationships with influencers. That’s why companies hire us. Some relationships will be used for every client and others for only some.

  • KenMueller

    @ginidietrich @Lisa Gerber @DannyBrown well then my work here is done! If I could just figure out how to monetize that….can I get paid to make you laugh?

  • Ok, I’ve seen people live-blog a session before. And I’ve seen people create a unique hashtag for their session. And I’ve even seen people create a plancast for their session and check-in on Foursquare. All to promote their session.

    This post with your #awesomesauce moderator @Lisa Gerber was pretty EPIC. Just sayin’. I really dig the idea and it was very well executed. So I tip my hat to you all and hope you had a blast at your session. I’m sorry I couldn’t be there but I shall see you at BWENY (I hope).

  • Dear @RicardoBueno, (I can only say your name by rolling the R) thank you for your awesome words. That was my first time ever and it was a little stressful so I appreciate it. 🙂 Gini and Danny’s session was great, so being able to blog excellent content of course was the key! However, I’ll keep the tile of #awesomesauce moderator.

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