Cultivating relationships with bloggers and online influencers - Dooley Communications

Blogs have emerged as an influential media outlet for PR professionals seeking to gain publicity for stories and product reviews. Working with bloggers has some additional benefits, as many are willing to advocate and present positive reviews for products and events they enjoy.

As a PR professional, this can be such an important tool to help you leverage a brand or create a positive image for your client, as these influencers sometimes reach large audiences. Some bloggers have a great deal of influence when it comes to their readers’ purchasing decisions and word of mouth marketing.

So it’s important to look at who the online influencers’ are in your market, see who their audience is and if you can invite them to special events or give them a positive experience with your product. Then they can go tell a positive story to their audience and spread the message.

Dooley Communications recently held a blogger event for one of our clients, Ford of Canada. We partnered with Robin Esrock, travel guru and best-selling author of The Great Canadian Bucket List. We invited local bloggers for lunch and to come along for an adventure to the Narcisse Snake Den, one of the Manitoba destinations Robin highlights in his new book, The Great Canadian Prairies Bucket List. Not only did we help promote Robin’s book launch, but we created a fun event that showcased our client in a positive light and allowed our participants to cross something off their “Manitoba Bucket List”.

We hit the road in our Ford vehicles and traveled to the pits for an exclusive guided tour. Everyone had fun, made connections and got something out of the event – whether it was their first time holding a snake (eek!) or connecting with others in the Manitoba blogging community. The event was a success and the client was please as we created plenty of social engagement using our hashtag (#bucketlistMB) and received positive coverage across many platforms.

These types of events are great because they further our relationships with bloggers and online influencers in our market and allow our client’s brand and key messages to get in front of new audiences. In this case, we were able to highlight the Ford vehicles’ features and technologies throughout the event and showcased that Ford vehicles’ are ideal for outdoors enthusiasts and families.


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Buckets of shwag for the bucket list event
Buckets of shwag for the bucket list event

The event gave Robin Esrock a unique chance to promote his new book.
The event gave Robin Esrock a unique chance to promote his new book.

Before the snake dens, Robin gave a presentation to the group about how he's shaped his own blogging and writing career.
Before the snake dens, Robin gave a presentation to the group about how he’s shaped his own blogging and writing career.

Out at the snake dens
Out at the snake dens

Here's one of the little fellas
Here’s one of the little fellas

Robin Esrock, CITY TV's Erica Natividad and Natalie Bell from @pegcitylovely
Robin Esrock, CITY TV’s Erica Natividad and Natalie Bell from @pegcitylovely

Robin Esrock and Natalie Bell next to their Ford Explorer
Robin Esrock and Natalie Bell next to their Ford Explorer
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