Please stop asking mum bloggers to do stuff for free
It seems that the mummy blogger/PR relationship is really hard to get right — even for our US counterparts. GeekMommy wrote an excellent post this week about Why Mom Bloggers Aren’t Flipping for Just a Sample of Your Product. You really need to read the full article, it points out that mothers that blog are doing a job and that PR should respect this and stop assuming that we will do things for free.
First, we need to get straight that mummy bloggers are not reporters. We don’t get paid for what we do. We don’t have an editor. We don’t have a graphic designer. We don’t have an IT department. We do it all ourselves in our spare time. We might write about your product if we like it and think it is useful, but come on, quit asking us to do competitions and giveways for free.
The mummy blogging phenom is really just starting to take off here and there are some major differences between the regions. For one, most mummy bloggers in the UK are just getting up to speed and would be happy to receive sample products as a thank you for our time. But we aren’t even getting offered that. When I pushed back on a request to hold a free competition from a household name brand, I got this response:
“We would like to hold a competition for XX for your readers. We’ve contacted a few bloggers that are happy to hold this competition for free. Please let me know if this is possible.”
Er, no. And they wanted me to cover the cost of postage (!)
What really annoys me is that this perpetuates the stereotype that a mother’s job does not hold value. So you blog in your spare time. That’s nice. I’m executing a £5 million campaign for a new product and would like you to plaster my brand all over your blog and I want you to write about it. For free. OK?
Of course not all PRs are clueless. There are some excellent ones out there that get it. But it’s a steep learning curve for everyone.
I can hear it all now zipping round the eithernet — you don’t know what it’s like to be in my shoes, my boss told me to “go after the mummy blogging community” and I’m doing the best I can. I can’t read minds.
I started my career in PR and did my fair share of pitches so yes I do understand (I think this is payback for all the bad pitches I did!) However, with some thought and planning this can be a win-win situation for all parties. If you still don’t know how to get the most from mummy bloggers, hire me and I can help you through it 😉
Photo credit: Velveteen Mind
Megan {Velveteen Mind} | 30th Jan 10
I’m thrilled to see that you could use my “mommy blogger” original photo. Would you mind crediting the original source, please?
http://www.velveteenmind.com/velveteenmind/2008/04/mommybloggers-b.html
Thank you and please let me know if you have any questions.
Harriet McAlonan | 25th Jun 09
I understand what you are saying and I honestly sympathise. I am not in PR but do have to do my own PR for my little home based company. I have no money for advertising, so all I can offer people is free products, and to tell whoever I can how kind some one has been if they do blog about my products.
Is there any room for mums to help each other out? How can people like myself get it better?
Robyn Percy - Rattle PR | 16th Jun 09
This is a great post and is a real help to those within the PR industry (like myself,)especially when a lot of us are only just starting to get to grips with bloggers. I’ll circulate it to my colleagues, thanks.
Liz@VioletPosy | 16th Jun 09
Here, here! I had to say I was taking paid advertising only and now they have stopped bothering me 🙂
If a relevant company wants to advertise on my blog then, fine they can pay me. But I refuse to give PR for free anymore, I was getting all sorts of silly, inappropriate suggestions. At the end of the day this is my hobby and if I can make some money to pay the food bills in the month, or for a treat for my daughter then that’s a side benefit.
Treemama | 15th Jun 09
Susanna,
Good job in keeping the Mummy blogger’s voice heard.
I don’t partake in any of this, but I will tell you I run for the hills when I see review/product blogs or ones with ads all down the sidebar. It’s really offputting.
Though I did love your Dyson post.
It all comes down to what you want out of your blog and I think it’s very good of you to bring attention to not getting taken advantage of.
Sally | 13th Jun 09
Modern Mother said: “I wanted to add that I don’t see any difference in a travel blog accepting a free trip, a blog that writes about autism trying out toys at no charge, or a buy mum trying out a Dyson.”
Well, I’m kinda tempted to weigh in with a feminist rant about vacuuming right about now, but I get your point and I agree. Where it IS different is a blog about communication (like one I write for a client) being asked to give away chocolate eggs. Er, why? Or a blog about potty training giving away video games.
By all means bloggers should be paid in the same way any other publication would expect payment for their time, but I’d say don’t be swayed by payment or freebies into doing something that ultimately promotes someone else’s brand at the expense of your own.
But that’s just my perspective and I’m a cynical old git, I admit.
Elisa | 13th Jun 09
I think one of the reasons mom bloggers are being exploited is that many are willing to sell their blog space (and often their opinion too, unfortunately) so easily to get free stuff.
But I do agree, there are a bunch of PR/marketing peeps who approach you in such a patronizing way, like their are giving you the chance of a lifetime (sometimes using those exact words) and want you to plaster their brand all over your blog for free. Give me a break. If you want an ad, just ask for my ad rates. It’s likely the same patronizing a**holes who think being a SAHM is idle and you do nothing but shop, read magazines and go to the spa every day. So clueless. Thank goodness there are also those who know you should study the market and WE are part of the market. Just go look at any family’s monthly expenses and tell me who decided where to spend the money.
A Modern Mother | 13th Jun 09
OK, I’m back.
I wanted to add that I don’t see any difference in a travel blog accepting a free trip, a blog that writes about autism trying out toys at no charge, or a busy mum trying out a Dyson.
Bloggers that have integrity will not be swayed by a free product and will tell it like it is warts and all; those that don’t will quickly lose their readership and fall by the wayside.
I of course have faith in the British Mummy Blogger Community that we will handle relationships with companies in the best possible manner.
A Modern Mother | 13th Jun 09
Lots of interesting threads here, all are very relevant and of course there aren’t answers for everything we are still learning.
I too hate those blogs that look completely like review blogs (hate to admit they are mainly in the US). I really don’t understand how they keep up readers. One concept I’ve seen, is to have reviews in a different blog. Though I have no idea how successful they are.
Iota asked about reviews. These should not be paid. The company sends you a product (that you use and keep) you try it and write what you think about it. This can be risky for the company because the blogger can still slam it. There is no obligation. I tend to only try products that I think I will like. In fact, I’d LOVE TO TRY THE NEW IPHONE.
Competitions and giveaways are what are starting to annoy bloggers. This is where a company gives a blogger “prizes” to give away on their blog. It is in essence advertising for the company (no opinions attached). This can be seen as an incentive on a blog, but honestly I think people read blogs because of the blogger, not what freebies can be won from their site. Giveaways can be handled different ways; I am planning a giveaway with cycle accessories that I am adding to the end of a cycle post (it is for a cycle safety campaign). But these do take time to set up. Sending a blogger a thank gift you goes a long way. I once got a set of books for the girls that they loved.
Sally made some good points. I think she nailed the problem – PR budgets are tight, PRs don’t have big budgets (the budgets are in advertising). BUT MUMMY BLOGGERS AREN’T JOURNALISTS. So perhaps there should be a separate mummy blogger outreach division.
My girls have just woken up so I have to run… Just wanted to keep the conversation going…
Iota | 13th Jun 09
But if you’re paid to do a review, aren’t you obliged to say it’s a great product? Doesn’t that compromise your freedom of opinion? I’m very naive about these things…
Stuart Bruce - Wolfstar | 12th Jun 09
Sally is spot on. The other point is that decent PR folk won’t want to work with you if you’re just doing it for the freebies or cash. We’re looking for genuine blogs that are well written and really of interest to their readers. If they are just full of re-hashed content then the readership won’t be very good. PRs have got to work it even harder to think of things that will genuinely be of interest to the bloggers we’re talking to. This might also mean that for one client we’re doing different things for different people, so that we’re meeting your needs just as much as we’re meeting our clients. There’s no point unless there is something in it for ‘you’ as well as ‘us’!
Sally | 12th Jun 09
From my perspective as being a freelance journalist and working with lots of PRs – budgets are being squeezed and LOTS of clients see social media (ie blogs) as being a cheap, if not free, way of reaching the audience, rather than bothering with those pesky TV and magazine types with their paid-for advertising.
I think that’s why the UK parenting scene seems to be becoming SO commercial, SO quickly. The PRs are falling over themselves to generate buzz without spending too much – and a few hundred pounds on some product is, frankly, nothing to most clients.
What I’d caution against is buying into the idea that this benefits YOU as a blogger. Many parenting blogs are successful because of the persona of the blogger – and that gets diluted with every inappropriate freebie you run.
If you’re running a holiday blog, then yes, take freebie holidays. If you’re writing about autism, then try out toys designed for kids with those specific needs.
But if you’re running freebies and giveaways just for the freebies or the cash, I think it’s a risky strategy. Those posts are a poor way to build a loyal audience – I know I get turned off very quickly when I think a blogger has just been ‘bought’.
Almost Mrs Average | 12th Jun 09
Brilliant post Susanna – Like Jo Beaufoix, I was flattered at first but these days I take much more time and care over what I will support. As you know I’ve recently invested masses of time in supporting a campaign that is about to kick off very soon and to price that up in “man” hours would cause any budget to rocket. However, it’s a cause I truly believe in and I hope I can add a fun element through one of my blogs to harness the enthusiasm of others. But if anyone asks me to do a plug for nappies…again…I think I might just scream 😀 x
Half Mum Half Biscuit | 12th Jun 09
That’s a great post. I’m new to blogging and was surprised by the advertising element… personally I hate getting into reading someone’s blog and then you come across a post, about some product or other, that undermines (to my mind) what they’ve written before, just for the sake of the odd freebie. Yes, it’s nice to be given free stuff or opportunities, but there must be a way to do this with out it impacting quite so forcefully on the integrity of some one’s main blog. Maybe straight ad’s are better than the ‘product placement’ approach, although I can see this would be less attractive to the PR people, or maybe there’s a way to have sort of side bits/lists/boxes to the main blog post were the product is reviewed but not in the body of the post…may be people are already doing it this way…
Natalie | 12th Jun 09
This subject is being increasingly discussed and it’s much needed. I experienced this at its worst last year and when it became stressful, I bit the bullet and was very straight with PRs, and also brand owners and retailers. After working in media for over 12 years, one thing I do know is that people invariably chance their arm to see what they can get for free. I set boundaries and when I explained what wasn’t acceptable (I did this by email), it had a really positive effect, with advertising significantly increasing because what they need to realise is that if you want to promote something, especially if it involves actually shifting units, you should pay for advertising. Blogs are not billboards for them to slap press releases all over. We’re also not mouthpieces or spokespeople. It’s not up to these people to determine your value – it’s really rude to assume that your ‘space’ or time isn’t of value. Set your boundaries with clear editorial and advertising guidelines – I find a FAQ and how the blog works page also help, or have a pdf ready to send when you get queries.
Home Office Mum | 12th Jun 09
Great post Suzanne. I’ve written a follow on from both a PR person and mummy bloggers point of view on my blog:
http://homeofficemum.blogspot.com/2009/06/schizophrenia-i-am-pr-person-and-mummy.html
Stuart Bruce - Wolfstar | 12th Jun 09
Susanna, some great points both in your post and the comments. I think part of the problem is PR people who are afraid to push back against their clients/senior management. One of the benefits of being ‘old’ (40!) in this space is I’ve got 20 years of standing up to clients.
At Wolfstar the first question we ask is “What’s in it for the blogger?” There has got to be something in it for both them and our client. That usually means something that’s good for your readers. Something that will help you amuse, entertain, inform and draw new readers to your blog that are interested enough in what you’ve written to want to comment and share it with their friends.
We’re also always really interested in hearing feedback from you. Did we get the approach right? We try hard, but sometimes get it wrong, so tell us how to do it better.
Above all we should all be trying to put something back into the community, that’s PRs and bloggers alike.
Rosie Scribble | 12th Jun 09
Excellent points, well made, Susanna. I’ve seen a number of blogs become very commercial recently which is a shame because I think that puts loyal readers off. It seemed important to remember why you blog and who your readers are. I blog for fun and because I love the blogging community, not to raise money for other people by doing their work for them and being used as free labour. That’s purely exploitation.
Jo Beaufoix | 12th Jun 09
You’ve got it spot on Susanna.
Speaking as someone who loves to write and has absolutely no media or business experience, I began by saying yes to several products. I felt so flattered to be contacted. Then after a post from Potty Mummy
http://potty-diaries.blogspot.com/2008/11/dance-with-devil.html
I decided to think more carefully about the reviews etc I accept. If I love the product and it means something to me I will possibly do it, eg a book review. When given the chance to review Disney Blu Ray and receive a free Blu-Rayer player and DVDs which I can enjoy with my girls I went for it, but there are many I’ve turned down because they’re not right for me or my readers.
When I first did Tales of The Road I did it because it’s a cause I believe in as a parent and still do, so I suppose things like that will always get me, but that’s my choice and will continue to be – it’s ok to do stuff that will benefit others.
I love blogging, but it does take up so much more time than people realise, and my time is valuable. It would be great if more PR companies treated it as such, like the two ypu mention.
Great post.
The Dotterel | 12th Jun 09
Well said, Susanna. And the same goes for daddy bloggers, too!
Jennifer James/ Mom Bloggers Club | 12th Jun 09
Since mummy blogging in the UK is still in its infancy you get to learn so much from all of us US mom bloggers who are being put through the ringer with PR firms and the companies they represent. It’s great that all of you are paying attention and can shape the way these firms deal with mummy bloggers and not take advantage of so many.
Glamumous | 12th Jun 09
This is still new territory for us in the UK. I’ve been blogging for a few years now, and must admit that most of the PR pitches I’ve received so far have not been worth anything to me or my readers.
My main blog gets the least valuable pitches. It’s an international blog (about blogging with Blogger.com) so admittedly there are few pitches which are relevant for me or my readers. In three years I’ve had only two successful ones from dozens which were thrown my way.
Recently I revamped my mummy blog and have had more success with PR companies, but as this is a relatively new concept in the UK I do worry that PR companies may expect too much. I would certainly not plaster my blog with advertisements in exchange for a freebie or competition (as a couple have had the cheek to ask!). As many of you have said, I may write about something if I like it and can HONESTLY recommend it to other mothers. I’m cautious and prefer not to review unless I think I will like it, as I don’t want to get a bad reputation which could hinder further reviews in the future.
Susanna, you’ve been doing a great job of drawing attention to the relationship between mummy bloggers and PR companies. Thank you 🙂
Amy Johnston | 12th Jun 09
Great post Susanna and thank you very much for the link! Hopefully we’ve got the approach right and we’ll carry on taking any tips you have to make it even better!
English Mum | 12th Jun 09
As I said in reply to your comment, I have to say that I guess I should tread carefully here having just come back from a free trip to Disney, but I SO agree. Recently I got offered some toys to give away (postage at MY expense), then the chap starts saying ‘oh and then I need you to write about the product in a post, oh and then I want you to get the people who win the giveaway to review them on your blog…’
I mean, what next? Change my blog title to your product name? Sake.
Noble Savage | 12th Jun 09
Ugh, it just makes me sick. I think mummy bloggers are really being exploited in the majority of cases. Is the amount of time it takes to send the email confirming your interest, receiving said product, using it and writing up the review really worth the value of the free sample? Does it enhance your life, blog or career prospects in some significant way? If not, don’t do it!! It makes it harder for those of us looking for paid blogging work and, in many cases, is just free PR for a company.
I know that not all PR companies do this and not all mummy bloggers feel that way about reviews but I don’t like it at all. The overall process just doesn’t sit right with me and you’ve finally put your finger on why, Susanna. Thanks for a great post.
Karin Joyce | 12th Jun 09
I agree as well…we do deserve a perk or seven for what we’re doing. Silver Cross is ever so lovely…let’s keep them for sure! I see a lot of MOMMY bloggers in the US reviewing things and offering giveaways and am amazed with the extent of products they’re hawking. I would imagine some of them never have to buy a thing for their child/children! But I don’t know what it takes to get to that level. Lots of viewers apparently. I do feel a bit funny about the method that most of the US MOMMY bloggers use- asking you to promote their site/product with the promise of more entries in their giveaway. Seems a bit cheeky, really. Guess it’s a vicious cycle with MOMMIES wanting visitors in order to get to trial products. Shouldn’t the PR’s be satisfied with a good WRITE?? Perhaps that’s more important?? Don’t know but I sure would be happy to get more rewards for the work I’m doing. Keep fighting for us Susanna!
Brit in Bosnia | 12th Jun 09
I agree agree agree! particularly the part about thinking because we don’t get paid for being a mother that somehow also means that we don’t need to be paid for anything – because our time doesn’t have value. Great post – lets hope some of the PR people are reading it!
Slugs On The Refrigerator | 12th Jun 09
I read GeekMommy’s post as well, and I have to say I agree completely with you both. I think there is an industry of trying to capitalise on the collective good will of the blogging world, with mothers doing the work (again). It is a shame and quite frankly exploitative.