April 24, 2014
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PR Biz Update

Digital Media Spend Will Overtake Traditional by 2016: New Study Finds More than Half of Senior-Level Marketers Expect Big Budget Shift Within the Next Two Years

More than half of marketing executives expect to spend more on digital media than traditional channels within the next two years, according to a survey from marketing mix optimization solution provider ThinkVine. A quarter of senior-level marketers say that their spending in online display, social, mobile and other digital channels currently exceeds spending on TV, radio, print and other traditional media. Another 31 percent believe their digital budgets will overtake their traditional spend within the next two years. Most marketers said they are confident that digital spending will eventually exceed traditional spending, with only 3 percent of respondents saying the shift will never happen. "Marketers shouldn't blindly follow the crowd …”

Top Retailers’ Mobile-Messaging Strategies Revealed in New Study from OtherLevels: Report Highlights Which Mobile-Messaging Campaigns Work Best—And the Opportunities Being Missed

OtherLevels this week released an expansive study that looks at how the top Internet retailers are utilizing mobile messaging. The 2014 Retail Mobile Messaging Study examines retailers’ use of mobile-messaging tools like push notifications, in-app alerts and the underutilized rich inbox. Conducted through 2013, OtherLevels found that although 77% of the top 100 Internet retailers have a mobile app, less than two thirds have sent push messages as part of their overall outbound messaging strategy. “Mobile apps have long surpassed the mobile Web as the primary destination on mobile devices, yet the retail sector lags behind. Apps present a range of messaging possibilities and opportunities that enable retailers to connect …”

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Michael Smart
Founder, MichaelSMARTPR

Bulldog Reporter’s PR University presents a new Master Class Webinar

Advanced Blogger and Influencer Relations Workshop: Mastering the Latest Paid and PR Pitching Techniques to Boost Placement
Friday, May 9

How would you like to learn the best tips that will take your influencer and blogger relations program to the next level—so you’ll be able to craft and deliver more persuasive and impactful pitches or campaigns to the top influencers on your beat? How valuable would it be to your team to learn the secrets PR veterans use to research, target and build relationships with the today’s digerati? Learn the latest influencer and blogger relations techniques—including how to define and track influence, the basics of data science, how to navigate paid promotional partnerships with bloggers, how to create brand ambassadors—in this 90-minute workshop presented by veteran PR instructor Michael Smart and social media expert Sandra Fathi (Founder, Affect Strategies). Not only will they teach you to plan influencer campaigns, craft powerful blog pitches and deliver more successful results—but you’ll also leave this session with new tactics for researching and successfully working with influencers—so you can reach millions of readers and show greater PR ROI for your efforts. 



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Deskside

Media Outreach Strategy: Use Audience Tags to Help Manage Your Media Lists

By Steve Beale, News Editor and Inside Health Media Editor, Bulldog Reporter

As I've noted several times in this column, many problems with misdirected PR pitches boil down to a misunderstanding of the journalist's audience. You may know that a trade publication covers pharmaceuticals, but who are the readers? Pharmaceutical company executives? Hospital directors? Drug store managers? Pharmacists? Physicians? A pitch that works for one of these groups may not be appropriate for the others.

The same applies to consumer outlets. A magazine may cover fitness, but are the readers predominantly men or women? What's the age range? Are they fitness enthusiasts who go to the gym every week, or are they just looking to lose a few pounds?

Even a category as specific as parenting can trip you up. Parents is geared for families with young kids, whereas sister pub Family Circle is for families with teens and tweens. Pitching baby or toddler gear to the latter makes it clear to the editors that you never bothered to identify their readers ...

Bulldog Reporter's New Mommy Blogger Contact Guide gives PR pros an inside track to 290 popular and influential bloggers, including all available editorial contact information—email addresses, website and Twitter links, and/or phone numbers.

Download Now!

This rare list has been updated for Winter 2013 and is guaranteed to increase your chances for scoring blockbuster media coverage among these top online influencers. If you want to get your story into the most visited and influential mommy blogs—now's the time to start pitching. But first you have to know who the top bloggers are, what they are covering, where their blogs are located and how to make contact with these elusive writers. Good news: Bulldog Reporter has compiled the most comprehensive, up-to-date mommy blog list on earth. Best of all, you can download the latest Mommy Blogger Contact Guide now. It's a mommy blogger media pitching and placement gold mine!
Download your copy now.



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Thought Leaders

The Digital Conversation: 3 Tips for Listening to Understand

By Jacquelyn German, Slice Communications

Lately there’s been a lot of talk about listening, and the role it plays in social marketing. We were taught from a young age to listen—to our parents, our teachers, our coaches and our friends. But were we taught to listen with the intent to reply, or the intent to understand?

For example, when your brand is “listening” to the conversation about your product or industry, are you constantly searching for material for your next blog post or Facebook status? Or do you comprehend the messages, needs, and suggestions that go hand-in-hand with the digital discussion? Gathering ideas from your peers is a helpful practice, but when you’re always thinking one step ahead, you might be missing crucial information.

American Express, Adidas and Starbucks each waited over 100 days after joining twitter to send out their first tweets. (via @niallcook) Like most brands, they could have just jumped right into the conversation. Instead they waited, watched, learned—and most importantly—listened. They took that time to figure out how to best approach this new social network, and as a result, have seen tremendous growth in followers and engagement

Bulldog Reporter’s newly updated Consumer Tech Blogger Contact Guide gives PR pros an inside track to 375+ influential technology bloggers covering consumer electronics, gadgets, computers, mobile phones, home entertainment, gaming, tech culture and lots more.

Download Now!

This rare list–with over 100 new blogs added—is guaranteed to increase your chances for scoring blockbuster media coverage among these top online influencers. If you want to get your story into the most visited influential, popular, consumer technology blogs—now’s the time to start pitching. But first you have to know who the top bloggers are, where their blogs are located and how to make contact with these elusive writers. Good news: Bulldog Reporter has compiled the most comprehensive, up-to-date tech blog list on earth, featuring editorial contact info—including all available email addresses, website and Twitter links, and/or phone numbers—for 375+ top bloggers, Best of all, you can download the updated 2013 Consumer Tech Blogger Contact Guide now. It’s a tech media pitching and placement gold mine!
Download your copy now.



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Winning PR Campaigns

Blogger and Video Blogger Outreach: Marriott Case Study Reveals Story Topics & Tips for Pitching the Web’s Top Influencers

By Talia Sinkinson, Editor, Media Relations, Bulldog Reporter

Bloggers are proven to drive millions of consumers (and consumer spending) to the products, services and destinations they write about. If you’re a PR pro in the business or consumer market, blogs will soon be your number-one priority when it comes to coverage—if they aren’t already. What’s more, video bloggers (or “vloggers”) are transforming the blogosphere with eye-catching content that engages Web-surfers in unprecedented ways. Getting your brand featured in an online video is now akin to scoring coveted airtime in a TV broadcast.

Travel blogs in particular are among the most trafficked sites online—with millions of readers turning to them for the latest travel scoops and deals. Diamond Public Relations, a boutique PR agency with one client that craves lots of ink, has been leading the way in travel blog wins. The client is Florida Marriott, a group of 14 unique hotels, spread throughout the Sunshine State and touting different attractions and amenities. In a hard-hitting campaign, Diamond PR tapped top bloggers and vloggers to promote Marriott’s many locations and increase the brand’s reach online ...

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Not for Profit PR Awards

Now Accepting Entries:

2014 Not-for-Profit PR Awards

This year some 88 Bulldog Not-for-Profit PR Awards will be granted—honoring the best our industry has to offer in communications related to not-for-profit organizations. Why should you enter? First, because the Bulldog Awards are the only Awards judged by working journalists, our toughest critics and some of the people we work hardest to please. When they say you're the best, you know you are. Second, because when you win a Bulldog Award, the world knows about it—winners receive more coverage, more publicity and more visibility than with any other PR industry program. Third, entry is easy and inexpensive. Deadlines: March 31, April 14, April 30.
Complete online details.
Guidelines for Submission.
Entry FAQs.
Print 2014 Bulldog Not-for-Profit PR Awards Brochure



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Idea Bank

Food, Family, Sex & Tech: Hooks That Motivate “Mommy” Bloggers—and 3 Tips for Pitching Them

By Brian Pittman

Food, family, love and sex, health, technology, entertainment—you name it, there are now over 4.4 million “mommy bloggers” covering these topics and more. And eMarketer reports that 18.3 million Internet users who are moms read blogs at least once a month—and that 90% of moms are online versus just 76% of women in general.

Upshot: Mommy bloggers continue to be among the web’s most interesting—and influential—voices. So what are the latest “do’s and don’ts” of pitching these bloggers? Which topics are they writing about today, and how can you hook your product, service or company into coverage? Here are some quick tips from PR University panelists past and present:

1. Zap!—“mommy” is a third rail. We’ve heard this before at PR University: Many bloggers in this space don’t like the term “mommy blogger.” Janice Croze, co-founder of the “5 Minutes for Mom” blog puts it this way: “PR people should know that if you say that (or write it in an email), it’s clear you’re coming from outside of the community. It’s a red flag.” So why do we still use it here at PR University? Blame it on masochism (a.k.a., marketing) ...

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Stephanie O’Dea
Blogger, “A Year of Slow Cooking”

Bulldog Reporter’s PR University presents a new Meet the Editors Webinar

All-New Mommy Bloggers Summit for PR: Top Parenting Blogs Reveal Fresh Story Topics, Trends & Pitching Tips
Thursday, May 1

If you handle PR for consumer brands, how valuable would it be to hear from leading mommy bloggers about their hottest editorial interests, plus best new ways to place stories and develop long-term relationships with them and their fellow online influencers?Which topics are mommy bloggers writing about, and how can you hook your product, service or company into coverage? How are mommy bloggers branching out into sponsorships, and how can you work successfully with them? What are the latest “do’s and don’ts” of pitching mommy bloggers? Join Bulldog Reporter's PR University and our exclusive panel of top mommy bloggers—including Shannon Carroll, BlogHer conferencing programming manager and “Whisky in My Sippy Cup” blogger; Stephanie O’Dea, blogger, “A Year of Slow Cooking”; Teri Hardy, owner of Mom to Bed by 8 and founder of Mom Powered Media; Becky Harks, blogger, “Mommy Wants Vodka”; and Janice Croze, co-founder, 5 Minutes for Mom—for the answers to these and other critical questions, plus learn about the latest trends, topics, issues and communications strategies that work to reach and influence this highly desirable market. 



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On Deadline

Comms Mandate: The Life of Your Business Depends on Strong Communications

By Ana M. Gamonal de Navarro, EDF Communications

At one point or another, most business owners have asked themselves: What is the key to success? Though this question can be answered in many ways, there is one required element that should come to mind: Communications.

Businesses cannot thrive on anonymity; without good communications in the form of a PR strategy, an organization can quickly fall apart. This is not to disregard the importance of leadership, innovation, and financial strategy, all of which are necessary for a fruitful business endeavour, but the need for effective communications—internally, with partners, and with the public—must also be emphasized. When you have a good strategy in place, the possibilities are endless.

Beyond cultivating effective leaders as communicators, businesses need to be able to tap into spokespeople, third-party endorsements, channels, tools and/or external activities through media or otherwise, which will help keep their brand relevant and in the public eye ...

Get an inside track to 270 most popular and influential bloggers covering travel, destinations and accommodations.

Download Now!

This rare, just-updated list is guaranteed to increase your chances for scoring blockbuster media coverage among these top online influencers. If you want to get your story into the most visited travel and destination blogs—now's the time to start pitching. But first you have to know who the top bloggers are, what they are covering, where their blogs are located, and how to make contact with these elusive writers. Good news: Bulldog Reporter has compiled the most comprehensive, up-to-date travel blog list on earth, featuring editorial contact info—including all available email addresses, website and Twitter links, and/or phone numbers—for 270 top outlets. Best of all, you can download the new 2014 Travel Blogger Contact Guide now. It's a travel and destination media pitching and placement gold mine! Learn more and purchase your copy now.
Download your copy now.



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Media Pro News

Today’s Media Moves:

Today’s Media Pro Journalist Pitching Tip:

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Eric Schwartzman
Founder and CEO, Comply Socially

Bulldog Reporter’s PR University presents a new Master Class Webinar

Social Media Compliance for PR & Marketing: Managing the Risks and Capitalizing on the Opportunities of Social Media at Work
Friday, May 2

Did you know you could be fined $11,000 per incident for tweeting on behalf of a client or employer without making the necessary disclosures, $8,000 per incident for publishing images online without the copyright owner’s permission or as much as $250,000 for buying “fake” reviews and endorsements online?  Contrary to popular belief, you don’t have to be in a regulated industry to get fined and penalized for non-compliant social media. If you’re a US-based employer, there are nearly a dozen rules and regulations governing compliant use. Nobody wants to get sued because of something they (or someone else!) posted on social media. So how valuable would it be to learn practical social media compliance steps straight from the nation’s leading compliance expert so you can protect your brand and minimize risk in social media? If you’ve ever wondered whether you violated a copyright law by sharing an image on social media or whether a particular post could attract lawyers, then this training session is for you. In just 90 minutes, you will learn how to practice enterprise-wide social media communications—and protect your reputation at the same time. Focusing on strategies for managing the risks and capitalizing on the opportunities of transitioning to a holistic, social business model, this event is presented by social media compliance expert Eric Schwartzman, CEO, Comply Socially, who will arm you with the know-how you need to safely promote and protect your brand online.



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Taylor L. Cole
APR, Director, Public Relations and Social Media, Hotels.com

Advanced Digital PR & Integrated Marketing for Travel Webinar Workshop

Travel & Destinations Digital PR Summit: Advanced Practices in Integrated, Social and Content Marketing Workshop 
Friday, April 25

Finally, a half-day webinar that gives communicators at hotels, resorts, theme parks, cruises, cities and regional attractions the latest social media PR, digital marketing and mobile tools used by smart travel destinations to build loyalty, website traffic, press coverage and bookings: Bulldog Reporter’s “Travel & Destinations Digital PR Summit: Advanced Practices in Integrated, Social and Content Marketing Workshop.” This event takes place Friday, April 25, 1PM-5PM ET (10AM-2PM PT) from the comfort of your office or conference room. It features moderator Sally Falkow, President of Meritus Media, one of PR’s leading social media experts, plus practitioners from Hotels.com, Virgin Atlantic, The Canadian Tourism Association and more, who share their latest discoveries about how to harness the amazing power of integrated digital, social media and mobile. It also features top journalists from National Geographic Traveler and other influential outlets, as well as travel blogs like “Nomadic Chick” and “Travel Tart.” Get inside their planning, monitoring and engagement techniques in this concise, practical half-day virtual event. To see specific topics and presenters, print out the five-page brochure. Register by Friday, March 28 to save $200; register by Friday, April 11 to save $100.



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2014 Stars of PR Awards

Now Accepting Entries:

2014 Stars of PR Awards

This year some 95 Bulldog Stars of PR Awards will be granted—honoring the best and brightest in our industry. Why should you enter? First, because the Bulldog Awards competition is the only one judged by working journalists—some of the most critical and objective media practitioners and some of the people we work hardest to please. When they say you’re the best, you know you know you are. Second, because when you win a Bulldog Stars of PR Award, the world knows about it—winners receive more coverage, more publicity and more visibility than with any other awards program for communications professionals. Third, entry is easy and inexpensive. Early entry deadline: Monday, June 2; extended deadline: Monday, June 16; final deadline: Monday, June 30. For complete details, print out the six-page brochure now.
Complete online details.
Guidelines for Submission.
Entry FAQs.
Print 2014 Bulldog Not-for-Profit PR Awards Brochure



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