Where do we go from here?
Yesterday afternoon I spoke with Lori Dolginoff, Director of Communications for Johnson’s. She was extremely apologetic, as well as willing and eager to make amends and learn from this Camp Baby debacle. I told her that I would give the matter some thought and get back to her.
This analysis by Susan Getgood is a comprehensive and insightful discussion of what mis-steps occurred and why, and what could have been done to prevent them. It’s a must-read not just for Johnson’s and their PR firm, but for anyone contemplating a blogger outreach effort.
Through Parent Bloggers Network, Kristen and I have had the opportunity to speak with many PR professionals and business owners – some of whom work hard to build effective blogger relationships, some of whom are neophytes and look to us for guidance regarding effective outreach and the workings of the parent blogosphere, and some of whom pitch us blindly and vaguely, with little or no interest in starting a conversation. Online marketing is a relatively new space, and both bloggers and businesses are still learning how to use it to our advantage.
So what can Johnson’s – and other companies – do to improve their future blogger outreach efforts?
- Clearly state what’s being offered and what’s expected – The initial email from Johnson’s was definitely enticing and mercifully brief, but it required a “yes” or “no” RSVP. More details should be provided before asking for a specific response. Parents don’t have the flexibility to jump at an invitation without taking the time to understand the logistical details and make personal arrangements.
- Know who you’re inviting and why – Beyond using Technorati, Alexa, and blogrolls to find and select bloggers, spend a little time reading their blogs. Learn about them personally. Think about why they’d be a good fit for your outreach – not just because of their traffic, but because of who they are. This means that blogger outreach cannot be left to junior staffers or interns.
- Attend a BlogHer conference – I can’t stress enough what an ideal reconnaissance opportunity BlogHer can be for learning about blogger outreach. Obviously, the conference only takes place once a year, but start by reading some of these posts from CityMama, Mom101, and a couple of PR professionals themselves.
I honestly hope that Camp Baby is a success, because I have many wonderful friends attending who deserve to have a great time while representing the mommyblogging community. Enjoy yourselves, and Oliver and I will see you in San Francisco this summer!
March 19th, 2008 at 10:55 am
I think Susan’s analysis hits the nail right on the head. Doesn’t make me any less salty right now but give me a day or two to find something else to fret over. Like this potty training debacle. Ah, yes.
FireMom’s last blog post..Trick to Potty Training: Send Kid to Grandma’s! & Stickers!
March 19th, 2008 at 12:23 pm
I don’t know why that whole thing had me so ticked off since I’m a peon mommy blogger and would never be even invited the first time…but it did.
Maybe it’s my PR background from school or something. And the fact that I’ll soon be a nursing mom again.
Heather’s last blog post..Getting there
March 19th, 2008 at 1:26 pm
J&J would be wise to use this information in planning future events!
March 19th, 2008 at 3:28 pm
Well said! I suggested to CityMama in an email exchange that J&J should look to BlogHer as one example of how to run a successful conference for parents.
I am so excited that you are bringing Oliver to San Francisco! It will be okay for me to fuss all over him, right?
Elizabeth’s last blog post..No babies allowed at Camp Baby
March 19th, 2008 at 8:26 pm
You rock. I am so impressed how you’ve handled this whole situation… on very little sleep.
the mama bird diaries’s last blog post..expecting the worst
March 20th, 2008 at 4:25 am
You learn ‘em girl, learn ‘em good – they need guidance. Anyhow – see you in SF baby – can’t wait.
motherbumper’s last blog post..Survivor and Two: not so different after all
March 20th, 2008 at 5:25 am
You are awesome and handled this with far more poise and grace than I would have.
Jenny, Bloggess’s last blog post..There might be ninjas everywhere for all I can tell – UPDATED
March 20th, 2008 at 7:49 am
I’ve been reading all the posts about this and am still shocked by what happened. “Camp NO Baby” would be more appropriate. (And, I would have totally assumed that exclusively breastfed infants would be allowed. A no-brainer.)
nomotherearth’s last blog post..New Mom on the Block
March 20th, 2008 at 11:16 am
you’re pioneering the way
mod*mom’s last blog post..easter eggs : : selecting healthy eggs + making natural egg dyes
March 20th, 2008 at 2:10 pm
We can only hope that this will improve the landscape… thanks for being so open and honest.
selfmademom’s last blog post..Marketing to Mom Mania Month, lots of links and PR rants
March 20th, 2008 at 7:41 pm
I am still frustrated by this situation. It doesn’t seem to me like it would be that difficult to accommodate a few nursing moms.
I personally would NOT feel my “getaway” was ruined if a few nursing infants showed up in slings.
jaelithe’s last blog post..Fun with Google
March 20th, 2008 at 10:01 pm
[...] to unravel, despite the quick action by the organizers and their apologies at City Mama’s and Mothergoosemouse’s blogs. As it turns, out both Firemom and Sweet|Salty Kate were disinvited because of nursing [...]
March 23rd, 2008 at 8:43 pm
I look forward to meeting you and Oliver at BlogHer in July!
Don Mills Diva’s last blog post..Good thing he was there to protect me
March 25th, 2008 at 10:13 am
slightly lame, they are.
looking forward to meeting you AND your oliver this summer.
for once, i will be attending baby-free. pls dont tell my 2 yr old. he worries too much in advance about the boobies going away.
gwendomama’s last blog post..The Very Last Goodbye