The document provides tips for bloggers from a PR professional turned travel blogger. It discusses how PR professionals evaluate bloggers for campaigns, focusing on both engagement and follower numbers. It also explains that PR work goes into promoting bloggers to clients before trips and that demonstrating professionalism and being easy to work with helps bloggers get recommended for future opportunities. The document stresses that bloggers should think like PR professionals by understanding clients' objectives and suggesting creative solutions that provide value beyond a blog post.

1. Bloggers, Brands & Agencies:
Tips from a PR Pro Turned Blogger
Carol Cain (@GirlGoneTravel)

2. Who is this chick and what does she know?
● Born into a hospitality family which motivated the pursuit of a
certification in Hotel Management from NYU.
● Degree in Communications, with an MBA in International Relations.
● 10+ years in Public Relations. Worked herself up from receptionist
to event and media management, as well as project management
positions.
● Award-winning travel blogger with 7 years experience.
Has made some mistakes along the way that she hopes
to help you avoid.

3. The truth about statistics and “celebrity” bloggers
General consensus is that yes, numbers matter, but quality of content and
community engagement matter way more.

4. “When looking for bloggers to work with on our campaigns and to represent us as our
ambassadors, there are number of elements I look at.
The numbers - Because that’s what our partners are most impressed by and what will
get our partners to hop on board with a project more often than not.
Engagement level - While this is harder to measure and takes more time to sift
through, it’s an essential part of the selection process. If no one is responding to
posts, then how will these readers ever be engaged enough to become travelers to
France?”
- Beth Levin, in charge of influencer marketing & blogger outreach at Atout
France USA.

5. “For our clients most of the time it is QUALITY over QUANTITY. We don’t need 50K-
100K followers, but we do need a qualified audience.
Our clients have stakeholders they’re accountable to for all PR or marketing spend, so
ROI is always a factor and we can’t take ‘your word for it.’
Bloggers who do consistent polling of their readers, can provide proof points or case
studies from past work, often find the best success with our clients."
- Carla Tracy, Vice President, Laura Davidson Public Relations (LDPR)

6. “Certainly, brands look at a numbers but a wise PR pro knows to look beyond
numbers and recognize content, enthusiasm, engagement and communication.
I prefer to work with bloggers who have an active audience and understand the
value of their content versus high visits.
A blogger’s audience and fans tend to trust the bloggers opinion and that’s very
valuable for a brand. The numbers will come.”
- Ryan Whaley, Founder/Owner, Green Door Mediaworks

7. The truth behind those press trips
More public relations work goes into promoting the bloggers to the hosts/clients
long before the bloggers even get there.

8. “A misperception we come across is that a comp room at a hotel isn’t ‘costing’ the
client anything. When in fact it’s a housekeeping labor cost, and the big one:
revenue displacement.
If they can sell the room for $1000/night instead of giving that comp then that’s
what it’s costing them less the room turnover cost. This is why clients bristle when
they hear an ask for a comp plus a fee.
What is the value-proposition or ROI (return on investment) is what PR folks are
asked by our clients. PR professionals and our clients appreciate when travel
bloggers display an understanding of this, seasonality (high,low/shoulder season)
and more.”
- Carla Tracy, Vice President, Laura Davidson Public Relations (LDPR)

9. “I like to host bloggers that are just getting started, as long as they
serious about their job. Hosting bloggers that are just starting out is a great
opportunity to not only help them along their path to become a high level blogger,
but it also creates a great resource as the digital world changes.”
- Ryan Whaley, Founder/Owner, Green Door Mediaworks

10. The Value of Your Street Cred
Working well with others is one of the standards increasingly referred to for both
invites, callbacks, and partnerships.

11. “While I’m not always able to get a reference for everyone we work with, we are
trying to get much better about vetting our bloggers before committing to taking
them on a trip with us.
Those who have shown a commendable professionalism and complete ease to work
with are the people we continue to work with – and recommend – over and over
again.”
- Beth Levin, in charge of influencer marketing & blogger outreach at Atout
France USA.

12. Thinking Like A PR Pro
The definition of public relations is “a strategic communication process that
builds mutually beneficial relationships between organizations and their publics.”
To remain competitive and marketable (and make a profit), we must always be
willing and ready to present the various ways in which we can do this beyond a
blog post.

13. “We are most impressed with a blogger who collaborates with us from the start.
Hearing what our client’s objective or challenge is and then suggesting creative
solutions that add value, make our ears perk up.”
“We are most impressed with a blogger who collaborates with us from the start.
Hearing what our client’s objective or challenge is and then suggesting creative
solutions that add value, make our ears perk up.”
- Carla Tracy, Vice President, Laura Davidson Public Relations (LDPR)
- Carla Tracy, Vice President, Laura Davidson Public Relations (LDPR)

14. If You Remember Nothing Else, Remember This
● Always be conscious on where your reputation lies. What people say about
you is becoming more important than who you may think you are.
● Sure stats are great, but sometimes it’s the “smaller” bloggers who win the
race.
● Pitches for comp’d opportunities are nothing new. Creative and well-informed
proposals are what set you apart.
● Never forget that someone went to bat for you before you got that
invitation. Almost always, that person works in public relations.