Dad Bloggers, Movember, and How To Turn A PR Pitch AroundCecily Kellogg
It’s a well known fact that bloggers get pitches by the dozens. Depending on the blogger, pitches are either deleted, responded to (if it interests the bloggers), or become the fodder of “how badly PR agencies miss the mark” rants.
But sometimes it can go a different way entirely.
When Kristen Chase of Cool Mom Tech received a pitch from David at the Zocalo Group representing Phillips Norelco about “a clean shave is how a man looks his best” instead of rolling her eyes and saying, “Gee, this is Cool MOM Tech, idiot!” she sent a quick reply back saying it wasn’t a good fit for her, but did he know about the Dad Blogger team participating in Movember?
This set into place a cascade of events that eventually led to Phillips Norelco contributing $15,000 to the funds* raised by the Dad Bloggers Movember team (in exchange for the team’s shaving videos, which can be found here) and partnering with Dad 2.0 Summit.
If you aren’t familiar with Movember, it’s the annual event where men stop shaving in November to raise awareness and funds for men’s health issues, particularly prostate cancer and other men’s cancers. This year Doug French of Laid Off Dad decided to start a team just of dad bloggers, claiming his motivation was “to assemble a team of dad bloggers to create an estimable fatherforce of Social Media for Social Good.”
Kristen Chase introduced Doug French to the folks at Zocalo and Phillips Nerelco, and here’s what happened according to Doug:
Moms have been at the forefront of Social Media for Social Good for a good while now, and I was looking for a way to get dads involved. And Movember seemed like a great place to start. I took part for the first time last year, and I was struck my the number of men who took part and the zeal with which they committed to the effort. And I love the idea of growing an awareness ribbon on your face. So this year, I asked as many dads as I could think of to form a dad blogger team, and everything has just blown away my expectations. To have recruited 65 upper lips that raised $19,000, and formed a partnership with Norelco for $15,000 more, is just astonishing. It’s one more way that writing about fatherhood has changed my life, and it galvanizes my hopes for what online dads can achieve.
Kristen wrote on her blog about the success of “flipping the pitch”, and when I asked her about why it’s best to respond to those pitches, she said:
Aside from the ending of this fabulous story, I think the major benefit for “flipping” a pitch is that PR people don’t just have one client. Perhaps that particular one wasn’t right for you, but here’s the thing: That person works on many accounts. That agency works with tons of different clients. And there’s a good chance that they might have something that could be a great fit. Although it might not turn into a $15,000 donation like it did in this case, you just never know.
Certainly provides you something to think about when you’re dismissing pitches that miss the mark, yes? This is a perfect story (in my opinion) of good networking. Keeping your mind on your community as well as your own goals can lead to great stories like these. Well done, Kristen and Doug!