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Relationship between parental bloggers and PR professionals growing, says survey

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By The Drum Team, Editorial

March 1, 2011 | 3 min read

PR professionals are communicating better than ever with parent bloggers a survey has found.

According to the Tots100 Parent Blogging Benchmark Survey, which reveals how parent bloggers feel about their with PR agencies and brands, over half (55 per cent) felt that they were bring pitched too more often from PR professionals than they were a year ago with around 70 per cent featuring commercial or PR content on their blog as a result.

One in four of the 200 active UK parent bloggers who participated in the survey, revealed that they received five or more pitches a week with content from PR contacts being viewed as increasingly important.

Over a fifth of parent bloggers, (22 per cent) also said that PRs understand what they actually do, which highlights a need for PRs to improve their understanding of who they are targeting and how it will benefit the blog, not just their own clients.

Sally Whittle, founder of the Tots100 index, explained: “The whole idea behind Tots100 was to enable PRs to better target their pitches, by giving them access to data to search by location, age, topic or even by the blog’s policy about PR contact. As a parent blogger, I know how common it is to receive irrelevant pitches and it can be very frustrating.”

She continued: “The Tots100 Parent Blogging Benchmark Survey provides a real insight into how the blogging community views the interaction it has with PRs. Initially, I didn’t think the number of pitches bloggers were receiving from PRs would have increased all that much, but it seemed to have done so significantly. This is a positive thing in some respects, but there is still a way to go before the number of irrelevant pitches decrease and PRs get a better understanding of how bloggers work. Hopefully, services such as the Tots100 Index will help people be better informed, and that makes life easier for PRs and bloggers alike.”

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