I’ve been blogging on a personal basis for the past few months. I don’t think of myself as an opinion leader, and I’ve never been paid to blog about a product or service. I view blogs as a way for companies and brands to connect with consumers. Information, tips of the trade and how-to’s that tie back to the positive image of the brand are important for staying current. Before today I had never given much thought to the idea of a “blogger relations campaign.” But PRDaily explained the ins and outs of getting established online opinion leaders reviewing products or services. By having opinion leaders in niche markets share your new product, you can guarantee a significant number of views by your target market.
Most blogger relations campaigns are paid. The company will often times pay the blogger in money or free products to share their thoughts on the item or service. This article explained the importance of full, honest disclosure. Bloggers must share any compensation they received, and it is important that the PR professional stay on top of this and makes sure it actually happens. Because any paid product review is viewed as an endorsement, it is also regulated by the US government.
This got me thinking. What do companies do when a blogger negatively reviews their product? Do they tell the blogger to take the post down? Do they let it ride and keep the negative review posted? Because these bloggers are paid does the company have more leverage or say in what happens to the review after it is published? The article also briefly touched on fake reviews and their effect on companies, but that’s a story for another time.