For luxury brand PR, they have money for Fashion shows, special events, and lots of celebrity endorsements, which all convey the desired trendy image. On the contrary, the common brand PR does not have enough budgets for those campaigns. Still, they have their way for disseminating and promoting their brands via on-line bloggers/twitters.
The blog effect is a competition to the media these days, it is very common for every ordinary people to do commercial in their blogs. The influence is huge, there’re more and more bloggers have an effect on selling rate, so BPR of common brands start to recruit them by giving the bloggers free samples and use their influence online to do the commercial.
In Taiwan, these scenarios could be seen everywhere, it became the new wave of public relations strategy, and this was not only used by cosmetics companies or restaurants, even travelling industries and TV programs are using “blog-celebrities” to entice people’s attentions.
One tricky thing is, bloggers are not easy to please. It is not like paying celebrities to do the advertisements; bloggers have to tell the truth to maintain public confidence.
I think the number of blog-celebrities will decrease in the future, because they might be categorised one of paid-advertisements. I met some blog-celebrities. They use blog as a tool to become famous or earn money. Comments on their blog usually contain lots of commercial of companies which they depend on.
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ReplyDeleteyes, the same situations happen in Taiwan as well, that is why bloggers are not easy to please...a good blogger has to tell the truth instead of bias advertisements. If the bloggers only focused on writing unfair commercials for companies, they will lose their fans and get lots of critical comments, and that is the end of a blogger! Therefore, PR can only show the best for the bloggers without knowing to have a good result.
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