Mums are a key audience for several of our clients and we’ve therefore been keeping a close eye on the developments in the mummy blogging world.
The Financial Times recently identified this group as “becoming a powerful force in the digital media market” and evidence seems strong from the sponsors for the recent Cybermummy conference, which included Procter & Gamble, Huggies, Fisher Price and Vodafone.
There’s an interesting debate going on about how PRs and mummy bloggers should or shouldn’t interact.
Whilst it seems some bloggers are receptive to approaches from PRs – so much so that P&G recently used bloggers to announce the news that its traditional white Fairy Liquid bottle was coming back to celebrate the brand’s 50-year anniversary in the UK, some bloggers seem aghast that they could ever be considered as a marketing target.
Working Mum on the Verge recently wrote “you have to be a product pretty close to my heart to get an endorsement (Green & Black’s may apply, of course).”
Yet some mummy bloggers are involved in ongoing relationships with brands – for example, the Disney Ambassadors, Huggies Mums and Pampers Mums.
Approaching a mummy blogger with PR content can be minefield – make a mistake and you’ll be blogged about for all the wrong reasons but it’s not always easy to tell who’d like to be approached.
Sally Whittle, founder of the Tots100index (a monthly index of Mummy and Daddy blogs) recently published a useful blogger outreach guide but even following this means a tricky balancing act for any PR trying to engage the mummy blogging audience – don’t approach too many, make it a little bit exclusive and sample with caution.
Whilst many of these rules also apply to traditional PR, liaising with mummy bloggers is a whole different ball game to journalists and one which we PRs should not underestimate.