Blogger Relations - quo vadis?
COLUMN Bettina Werren*, professional head of "Staging in Space" at Swiss Radio and Television and a blogger in her private life, is looking forward to current developments in the field of blogger relations.For many companies, bloggers are important digital multipliers and a welcome addition to classic communication and marketing work. This is because bloggers are in dialog with target groups that are interesting for companies and can become important brand ambassadors.A look at the current situation shows that there is some uncertainty on both sides. When using "blogger relations," companies are increasingly facing criticism that they are manipulating bloggers with their activities and buying them for positive blog posts. And bloggers, in turn, are sometimes even accused of not reporting neutrally and authentically because of the services they receive.But how should companies and bloggers deal with each other? And who defines how to deal with each other in the first place? Where is the line drawn between blogger relations and manipulation, and above all: Who draws this line? Who determines what is serious and what is reprehensible?One thing is clear: companies should carefully define their approach to bloggers in advance. What goal should be pursued, what target group do you want to address via bloggers, and how do you want to deal with critical blogposts. "Nomen est omen" - the relationship with bloggers must be adequately established and maintained.Likewise, bloggers should define for themselves how they want to deal with requests and invitations. No blogger wants to jeopardize the trust of his readers. But how do you remain authentic and credible? Can and must I as a blogger report neutrally at all if I have received an invitation to an event or have been provided with a product free of charge?The call for transparency raises further questions. To what extent do companies and bloggers have a duty to create transparency? What should this transparency look like and how far must it go?There is no one right solution in this case either. Which does not exclude that every company and every blogger defines the relevant points for themselves, continuously reviews them, stands by their actions and is aware of the possible consequences.Note: On September 24, the "Charlemagne" an open discussion between bloggers, companies and journalists will take place in Zurich. Anyone who is interested can register via this Link inform and register.
