Call it a stunt. Call it desperation. MomDot issued a challenge to its community of bloggers last week calling for a PR Blackout for one week in August. (Just so happens that’s the week everyone’s on vacation anyway, haha.) The ironic thing is the announcement was the most successful PR move ever for MomDot, accidental or not. The Wall Street Journal was the latest to cover the news, in today’s edition.
On the one hand, I don’t blame MomDot. Bloggers, and mom bloggers in particular, are over-saturated with PR pitches. We get calls daily (truly daily) from brands wanting to dive in.
I often think of our mom blogger friends on the inevitable receiving end. Step into their world for a minute. Unlike journalists, most mom bloggers don’t work full-time. They’re balancing blogging with their other passion – family. And some of the pitches, no scratch that, MOST of the pitches they get are just awful. Read Bostonmamas Christine Koh’s recent “Bad Blogger Outreach” series. Delete, delete, delete.
The good news is blogs are now widely recognized by brands as a legitimate channel in the mom media mix. And there are brands and PR firms (wink, wink) that get it.
It’s important to look at blogs individually and not as one big mom blog bucket. So much of good blogger relations is about content mapping. What’s the blogger’s focus? What value does the brand bring to the discussion? How can you be a true resource to a blogger and not a source of exasperation?
For more, look for 360 at Blogher Business this week, and if you’re not headed to Chicago, keep an eye here and on our tweets (@Laura360, @C_Pierce, @BWelch).