Do Bloggers Need “Buddies”? Should PRs Provide Them?

A maid adjusts the shoe of a lady reclining

Bloggers are not short of ‘friends’ online, but, given the self-publishing and self-referencing nature of blogging, could they use some help in real life?

Already pro bloggers such as Nellie Huang (@WildJunket), Melvin Boecher (@traveldudes) and Gary Arndt (@EverywhereTrip) have assistants or co-writers to share the workload of publishing a busy blog, and blogging couples like Deb & Dave (@theplanetd) and Caz & Craig Makepiece (@ytravelblog), often openly acknowledge the working advantage of being a couple, but what about practical help ‘in the field’ for solo bloggers?

Writing in the Canadian newspaper, Globe & Mail, about the growth of bloggers at major trade shows communications consultant, Mia Pearson (@miapearson), points out that exhibitors are inviting and hosting their own groups of bloggers.

At NAIAS this year, Ford Canada invited 150 bloggers to Detroit to attend the show. Far from your typical auto media, these bloggers covered everything from fashion to lifestyle news and the latest technology trends. The benefit to companies in this approach is that the bloggers cover the show from a point of view that their audiences will enjoy and generate buzz in circles that don't usually hear much about the auto industry.

Journalist Jack Thayer saw the bloggers and their handlers at NAIAS in a different light, but there is no doubt that major brands are engaging with larger numbers of bloggers at events like this, and so need larger numbers of PR hosts.

Mia Pearson advises companies planning to exhibit at trade shows that they shouldn’t underestimate the influence of independent bloggers and if they have worked with bloggers in the past, they should expect to work with twice as many this year. She also makes a useful suggestion…

Provide new forms of support. At this year's CES, a lot of companies hired "blogger buddies" to work the show floor. These individuals are typically public relations people armed with still and video cameras ready to help bloggers with their news report or photos while they are working on their blog post. Sometimes the help is as simple as holding the camera as the blogger reports on a company's product or service so they can instantly share that with their network at home. Bloggers have limited resources and are often paying for their trip on their own, so whatever a company can do to help them create and share great content will be highly appreciated.

Interesting idea. Might that have a practical application for travel bloggers?

PlanetSki Content Editor, James Cove, has just posted his feature from a small group press trip (two print journalists, two online writers) with Crystal Ski in the first week of January. What’s interesting about it is that James himself makes video news posts at the drop of a hat, yet even he seemed pleased at the presence of a “ski guru” whose role is to guide customers on the pistes and, importantly, take photos and video of their trip.

I have been on group blog trips where, among the tourist office hosts there has been a dedicated technician whose role is to make sure everyone stays connected. So, a “buddy” of sorts!

Is this a concept that PRs and DMOs might adopt – taking extra “blogger buddies” on group blog trips or offering solo bloggers a “buddy”? Is it one that bloggers would welcome, or resent as an intrusion?

Perhaps there is a halfway position. Should PRs offer “buddy” support for specific experiences? Eg. A local tourist office might say to a visiting blogger “on Tues when you are trying out windsurfing, would you like a “buddy” to stand on the beach & take pictures/videos?”.

What do you think?

Image: iStock/isitsharp

This post was authored exclusively for Travelllll.com by Alastair McKenzie.