«

»

Oct 04 2010

PR and bloggers: a positive experience

Last month, due to an unfortunate clash of dates (one of those evenings when I could easily have attended four top quality events, but had to choose just one), I missed the London Bloggers Meet-up, The PR Edition, which discussed the interface between public relations and bloggers, but follow-up blog posts (eg: EdelmanDigital, Gary Andrews, LondonBloggers.net) have some very interesting perspectives.

Construction Collaboration Technologies - the expert viewFirst, though: my position. I am a PR professional and a blogger. I have been working in business-to-business PR for over 20 years, both as a consultant and in-house, and during one long stint in-house, I gained enough deep knowledge of the use of web-based technologies in construction projects to write a textbook, published in 2005. Being something of a technophile, but also thinking instinctively as a marketeer and PR person wanting to promote the book, it was almost inevitable that I started blogging on the subject matter – and my niche technology blog ExtranetEvolution.com continues to thrive today.

“Pleeeease, publish my press release!”

During the past five years, I have received numerous PR approaches. Some have been desperate, clumsy approaches almost screaming “Pleeeease publish my press release!”, which I have routinely binned. However, I did write about one persistent offender (see Not a free press release service), eventually writing 10 ways for PR or marketing people to engage with me, the blogger in this blog.

HP professionalism

Other PR approaches have been much more professional and well-targeted.

In August, Hewlett-Packard, for example, contacted me about a launch event they were holding in Copenhagen regarding large-format printers. As this was not a technology that I had ever covered in my blog, I could easily have binned the email immediately after a quick scan of the email, but it was clear the writer, Johanna Payne, had done some background research. The email was focused on my recent interests, referring to “today’s ever-changing online & mobile environment”, and asked if we could talk on the telephone.

HP designjet event, Copenhagen

We did, and Johanna quickly overcame my initial scepticism by pointing out there would be significant announcements regarding collaboration, software-as-a-service (SaaS) and ‘cloud computing’ as it particularly applies to the needs of the architecture, engineering and construction sector. Curiosity suitably piqued, last week I flew to Denmark as a guest of HP to attend the launch of two new HP printers and its new ‘ePrint & Share’ service, about which I have just written a blog post.

I wasn’t the only blogger there either – I had counterparts from architectural blogs in Germany, Holland and Spain, for example (one of whom I was already following through Twitter) – so HP was clearly doing its best to engage with bloggers as well as the mainstream journals and industry freelance journalists who also attended. I also found myself engaging with HP on Twitter before, during and after the event, and I received links to content shared at the event, including various videos on YouTube, photographs on Facebook, etc (I’ve also added some to Flickr).

From some of the face-to-face conversations I had with Johanna and with people from their UK PR agency, Bespoke, it seems this initial event was intended to establish longer-term dialogue with relevant industry bloggers. At no stage was I asked to write anything particular about the event, or about HP or its products or services – though the event’s content was certainly interesting enough. Follow-up emails have also asked about bloggers’ feedback from the event and there is a clear desire “to see how we can continue to work together in the future”.

Some event feedback

Thinking about the event, HP, perhaps the following might help:

  • Help the bloggers identify each other before the event (some of us were on Twitter, for example – so a #followfriday recommendation might have been useful)
  • Explicitly highlight a hashtag or hashtag combination for the event so that Tweets about the event can be easily followed (#hp and #designjet were sort of just mentioned in passing)
  • The launch venue had good wifi, but access required a login and password (if I had checked-in at the hotel beforehand, I would have known these details)
  • Some strategically placed power points (and/or extension leads) would have helped if anyone fancied live-blogging or live-Tweeting from the event – I have covered other conferences (and unconferences) in this way but my ageing laptop soon gives up unless powered up

A PR perspective on HP’s blogger outreach initiative

"8 House" CopenhagenOverall, and putting aside my blogger’s hat for a moment, I think the Hewlett-Packard team did a good job in how they have started their blogger relations programme.

  • There was no indiscriminate pitch to the bloggers – approaches were respectful, well-researched, targeted and quickly converted into personal conversations
  • No expectations were set by the PR team about what they wanted from the bloggers
  • There was plenty of time to talk with HP, Bespoke, HP customer representatives and others before, during and after the launch (which included a tour of a nearby housing development, the “8 House”, above, by HP customer, BIG Architects)
  • Conversations have been continued through email and by other social media channels such as Twitter

Of course, this was just the start. It will be interesting to see how HP develop this initiative over the weeks and months ahead. If they are genuinely looking to establish good long-term conversations with relevant industry voices, then the communication should extend beyond the initial publication of blog posts about the event. I look forward to seeing how HP builds on the foundation it established in Copenhagen.

2 comments

2 pings

  1. Eric Sturm

    Paul, thanky you for your great summary of the preparation of the event and the event itself. Also for me it is a good sign (and a positive surprise!) that an industry leader like HP is concerned about traditional journalists as well as bloggers and invests time and money to build up relations to them. Most companies in the business are far from being that “innovative” – that is my impression regarding the scenery in Germany. But things will change ;o)

    My Feedback to the event:
    In total, I think the designjet-event was very well organized and had an attractive programme. Still, some tiny details could meet a bloggers (or: online journalists) needs a bit better:
    Access to press material like URLs of landing pages / press releases (german?!) as well as images available _online_ at start / during the event.
    Combined with a common hashtag, power supply and wifi you mentionned in your post, this enables bloggers to share their impressions “live” to their audience via Facebook or Twitter. To be able to do so, the timetable should be a bit more less packed to have time to write down a tweet or status message without missing the next presentation.

  2. Johanna Payne

    Paul, Eric,

    Many thanks for joining us at the event, for sharing your 1st impressions with your readers, and also for this very valuable feedback.

    Points duly noted…the pressure’s on!! 😉

    We’d also be very glad to receive any feedback from your readers on the new HP large-format printing & collaboration solutions.

  1. How Architects Work in the Current Times | Style of Design

    […] traditional media but also hp a group of bloggers, including The Pop-Up City, Archimag, urbanophil, pwcom 2.0 and us; and also gave us the opportunity to meet “face-to-face” some other people that we were […]

  2. PR and bloggers: a positive experience | pwcom 2.0

    […] The whole post is now at http://www.blog.pwcom.co.uk/2010/10/04/pr-and-bloggers-a-positive-experience/ […]

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>