Should the Beauty and Fashion Industry and bloggers embrace? A view of the Pierce Mattie round table discussions held in New York - By N.L. Belardes

In case you’re not aware, blogging is not a Bakersfield or Central Valley phenomenon, it’s a global phenomenon. There are industries, topics and a network of bloggers far outside of Bakersfield worthy of online exposure. Sure, you’ve tapped into bakotopia.com or the local newspaper blogs for a snuggly sense of community. And more people in the Southern Central Valley are writing everyday, or I should say, more people are acting like writers everyday. Many blogs are one-hit wonders and sputter out like Fourth of July picnic fiestas in a crowded park of celebrations. Often the writing is just plain bland. Might as well serve them up with a plate of noodles.

But what about bloggers who stick around, who are decent writers, and who influence the masses with magnetic discussions on any issue—even global topics?

Those bloggers enjoying a global awareness have the ability to grow their own sense of community into like-minded networks that take them outside of their city and town communities. Yes, to simply blog within your community in the end might be short-sighted when you can be a part of a social network of online spinsters that fit a global interest.

Maybe you have arts to grow, interests to sell that can be capitalized on more than just a localized level. So you focus on a new kind of community. Should that community include businesses and products? Do you trust the product companies who want to woo you?

And how do you cross over without sounding like a sell out?

“I get my underground Bakersfield news from nlbelardes.com. I don’t want to read ads.”

Or do you? Maybe that just depends on how products are written about. You’re tricked everyday in major magazines that place product ads right next to articles that hype certain products without you even realizing…

You don’t even notice when you’re walking out of the store with the product in your hands.

Recently a PR company called Pierce Mattie sent out invitations to bloggers in New York and beyond about a mini-conference where Fashion and Beauty industry publicists attended from Cover Girl Cosmetics, Evins Communications, Estee Lauder Corporate, Origins Beauty, EBay, Alison Brod PR, Marina Maher Communications, The Bromley Group, Max Factor, and more.

Did publicists attend to just get blogger attention? Or was this an educational meeting of the minds to present opportunities for bloggers, publicists and Pierce Mattie, who took the lead playing middle man—wooing both industry and a potential outlet that includes mostly unpaid writers.

And why blogs? Because the blogosphere is where millions congregate to read, to socialize and share. And that includes MySpace.com. Newspapers mimic the blogosphere because they want traffic and the loyal conversation journalism bonds that bloggers enjoy; that’s good for their business, while companies also want to vie for a position to gain mass appeal to potential customers through blogs.

Pierce Mattie wrote about the event in an email (perhaps a mass email written after bloggers like me didn’t jump on a plane to New York for the event). Of course I’m a little cynical because I don’t like being led by my blog nose into potential traps. I’m usually hesitant about press releases unless there’s a personal note, or some indication how the entity who sent it came across my blog. Hey, who do you trust? Anyway, Pierce wrote:

Nick,

I really wish you would have come to the beauty/fashion blog roundtable we had last night…

The night was fun, very informative and ran very smoothly. Attendees learned about how to own, set up and manage a blog plus how to pitch blogs, etc. We also talked about MySpace.com, virtual communities, long lead glossies, etc. As well as where are beauty and fashion communications going as a whole. We dealt heavily with fast breaking news on product placement for skin care and runway couture as well as apparel pitching and street wear topics with sneakers. And PR etiquette with sampling, swag bags and gifts. Plus of course Spam, what defines spam, good spam verse bad and what should bloggers do if they bust a publicist spamming.

Pierce Mattie videotaped portions of one of its interviews. Here’s a sample (Read the transcript of the interview and see more video)



So then what?

I commented on the Pierce Mattie blog about the Fashion and Beauty bloggers event:

I'm digging the youtube.com uploaded interview... great way to get your company info out there and to use the blogosphere to create a buzz about Pierce Mattie as well as the fashion industry and blogs...

I think there are some important questions left out. Here's one of many of mine that I would have had were I there...

As a blogger/novelist my agenda isn't so hidden. My blog is an organic marketing tool that needs to continue to grow. That means, as a blogger dealing with publicists, it's important for publicists to help bloggers in return, to not just send products and press releases, but to find ways to help PROMOTE the blogs who would promote them.

Let's face it, as a fashion marketing tool, a good blog isn't necessarily about being objective, but being part of a community that can be very supportive of the any industry...(and with that support also comes occasional criticism) A blog that wants to grow wants to increase traffic, nurture relationships, and find ways that publicists can help them in return for interesting blog articles that strengthen community and industry...


Pierce gave a great response about organic PR in response to my mention of blogs being an organic marketing tool, and about blogs needing press in return for press:

Hi N.L.

Actually we did discuss that in our roundtable event last night. Not seen in the two clips posted.

So... your question is 'how can PR Pro's promote blogs that they pitch to help the blog build their biz?' Correct?

I will answer that with another question. "Do PR Pro's promote magazines, TV shows and radio programs that their clients are featured on?" Not directly. But... the key N.L. is that we as PR Pro's educate our clients on why it's important to have relationships with these bloggers and other forms of new media. We as publicists try to educate our clients on why we are pitching consumer product blogs. And that some blogs may be just as important as say a Marie Claire or Vogue depending on the client. Taking it one step further we often have to defend the blogging medium with the client if they show hesitation.

We are only now beginning to build these strong relationships with bloggers. We’ve learned to embrace them, as they are just passionate people who want to be a part of a conversation and community. With better communication and education of our concerns and needs as publicists and paying attention to the concerns of bloggers we hope to help one another and meet both our clients and the bloggers audiences needs.

That is organic PR.


I think Pierce Mattie is correct. Clients, bloggers and the PR companies in between need to have dialogue, understanding of each other’s goals, and must trust one another before mutually beneficial blog writing can take place. Bloggers need mentions in magazines, crosslinks on PR firm websites, write-ups in newsletters, and to just be talked about in general if blogs are to support any industry with occasional fun write-ups (not just re-postings of press releases). After all, those industries who need the blog press are making millions. Pierce Mattie will hopefully get his share. But in the world of blogs where many writers dwell in an underground world of free pens and prose, they need the reassurance that they’re not going to be taken advantage of by anyone, especially the wealthy companies who want to get the word out… As for the crossing over part to talk about products, that’s easy. Everyone buys products and wants to hear about how existing and new products work. So why not inform the masses?

(Get more Pierce Mattie news and events)
(Read some criticism of the event from gawker.com)

This entry was posted by N.L. Belardes, on Friday, August 18, 2006. You can leave your response.