The digital age has brought online communication to the forefront of many PR strategies and blogger relations are a huge part of this. Think about where you get your information from? A positive review on your brand from a trusted blogger can instantly build brand credibility and ultimately lead to an increase in sales.

Blogger reach has exploded with the popularity of social media channels such as Instagram, launching fashion bloggers like Elle Ferguson, Gary Pepper Girl, and Harper and Harley into brand ambassador opportunities with Cotton On, Witchery and One Teaspoon.  The reason these big brands want fashion bloggers as brand ambassadors? They have loyal followings that buy anything they recommend.

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Why word of mouth is essential to PR?

1.       Instant brand credibility

Good bloggers are a trusted source and having a blogger endorse for your product or service immediately boosts your reputation within your market. The recent Technorati 2013 Digital Influence Report found that blogs are now the third most influential digital resource (31%) when making overall purchases, behind retail sites (56%) and brand sites (34%).


2. Bloggers are a trusted source

Many bloggers build the trust of their readers by providing an honest account of products and services. By discussing both the positive and negative aspects of a brand, they are able to position themselves as an unbiased source. Bloggers often become an expert in their chosen field and will have an audience of consumers turning to them for guidance and advice.

 3. Brand advocates

It’s important to have brand advocates building your brand awareness as it can often be a great way to influence consumer purchase decisions. You don’t necessarily have to pay a brand ambassador to do this for you: bloggers and consumers can do this through their online networks and communities. A blogger who features your brand positively in their post is instantly your brand advocate.

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As part of a larger communications strategy, blogger relations can help differentiate your brand from others in the market and position you as a market leader.

We have recently done some blogger relations for lipwear brand, The Gloss Bar, with fantastic results. The Gloss Bar was featured in 10 blog posts by key influential beauty bloggers and 20 Instagram posts from bloggers with huge followings, resulting in a sellout lipstick shade overnight.

gloss bar

As well as being featured in print publications, it’s critical for your brand to have an online presence for you to be a leader in the market.

By Ambre Harford Birkett

15 Years of Fame