Is there any way PR, Blogger & Publisher could work together in order to improve the quality and the impact of the work they do for the wineries & wine regions ?

1. PR, bloggers and publishers :
any win-win-win business model ?
18-19 January 2014

2. Let’s explore some opportunities
– Assumptions
– Doesn’t apply for everybody
– Based on personal experience
– Let’s say everything is possible

3. PR
Blogs
Publishers

4. PR of wineries or wine regions
–Communication supports sales
– Target new generation of consumers
– Reach matters
– Some already work with bloggers but
not easy to identify the « right » ones

5. Blogs about wine, food, lifestyle…
– Content creators publishing via blogs
– Some do it by passion and don’t worry
about audience or revenue
– Some have other motivations
– Many blogs have a limited audience
– Often work alone

6. Publishers
-
Paper media are having a hard time
Online or paper going online
Revenue
Audience
Content

7. Simplified « as is »
- PR invite bloggers and gain a few blog
posts and/or social media shares
- Bloggers don’t complain about
monetisation or credibily anymore
- Publishers stuggle to find content

8. Simplified « as is » case 1
PR invites bloggers
Content posted on
personal blogs and
social media accounts
Limited blog post views
& social media « likes »

9. Simplified « as is » case 2
PR invites bloggers
Content posted on
publisher blogs and
social media accounts
More Blog post views
& social media « likes »
Publisher Website
hosting personal blogs

10. Potential « to be»
PR invites bloggers
with proven audience
Trusted association of
bloggers
Content posted on publisher
blogs and social media accounts
Publisher Website with
guest bloggers
Significant amount of post views
Metrics : views, time
spent, reactions,
shares,…
& social media « likes »

11. Want to test it ?
- PR ? Wineries & wine regions ?
- Bloggers ? #winelover ?
- Publishers ? Vinogusto ?