Tuesday, April 12, 2016 by Indiblogger-Reach right publishers instantly!

Press Release is a standard way for companies to release information about their product/services to public domain. Press Releases are sent to all known media agencies, journalists with an expectation that the same is carried in respective print/TV medium in full or in part so that product/service related news reaches the general public, the potential customers.

With popularity of blogging, most companies or their publicity departments started accumulating email ID of bloggers and mail them a copy of every press release. But then, this whole process of communication/promotion via press release has many flaws:
  1. Boring Content- Press releases are extremely long, detailed and boring documents. If they were short and precise to the point (example: key features, pricing) many would have spread the word, but in most cases, press release is elongated with unnecessary details like why CEO of the company felt this is the greatest product in the world, full biodata of people on the stage, companies history and stuff like that. It takes time, patience and interest to read a long press release and make a sensible summary out of it. Most people won’t have any or most of these three so PR gets ignored
  2. Not being able to reach right audience. If I am interested in cars, I will read a press release on cars with some interest and if I like it I might spread the word. But if I get a PR about jewellery product or an alcohol brand, it doesn’t suit my interest/expertise and I will ignore it. Most Public Relations agencies who have built data base of bloggers haven’t bothered to segregate bloggers based on their interest and end up dumping every press release on all bloggers, resulting in massive spam and very low rate of re-circulation.
  3. No commercial motive- Why should I simply promote any Press release that lands in my inbox? What is in it for a blogger?
  4. Sheer Volume: So many things keep happening every day. Everyone wants to be in news, so various events and other excuses are identified to make a press release and be in news. A popular journalist/blogger may get dozens of press releases every day and he/she may not have time and patience to filter them and identify ones worth spending time on.
Is there a solution? Yes, welcome to by Indiblogger

IndiPR is a brand new initiative by India’s most popular blogger aggregator platform and community, Indiblogger.

Indiblogger over years has built great repository of thousands of blogs and all relevant data like which blogs are best in various categories, bloggers by city, which blogs/blog posts are more popular than the rest and so on. This huge goldmine of data gives them a great opportunity to identify a set of best suited bloggers for a given press release. Indiblogger have built an engine which they call “Automated Influencer Targeting Engine (AITE)”- This engine helps identify right set of bloggers who can be approached for a specific news/PR item, thus enabling a more focused campaign and higher success rate in a press release getting promoted further by bloggers.

AITE is said to be self-learning, which means its accuracy will increase over time as it understands what works and what doesn't, what kind of PR a blogger is likely to accept/reject and so on.

Below is how works- according to my understanding and Press release shared by Indiblogger:
  • Brands/PR agencies can approach (Sign up and submit press release) to promote any news/press release they have
  • IndiPR’s AITE (explained earlier) identifies right set of bloggers who are best suited for the PR topic (depending on factors such as city, genre, popularity, no of bloggers etc)
  • AITE will automatically approach these bloggers to check if they are interested in promoting the specific press release. Since no human review/selection is involved, this saves lots of time, which is precious when the news is hot.
  • Since bloggers are approached only after adequate automated screening, the relevance of the press release for bloggers will be high and there will be much higher chance that blogger will accept the PR and spread the word through his/her blog.
  • Brands can offer an incentive to bloggers, giving them additional motive to promote the news. Since shortlisting of right blogger is very scientific, this offer usually pays off well.
  • Bloggers then use the information from press release, add their analysis/creativity or additional research information and publish it on their blog. They are not required to copy paste verbatim and will have liberty to communicate the key message in their own language.
IndiPR advantages for brands and PR agencies
  1. Instant access to right set of highly relevant bloggers
  2. Quicker promotions (shortlisted bloggers who accept the Press release to post it within 72 hours)- older the news, colder it is.
  3. Better engagement rates, focused campaigns, extended reach and eventually better returns (Compared to mass mailing of press release to every available mail ID)
  4. Cost saving due to reduced effort otherwise have to be spent on reaching right influencers and convincing them to spread the news. Just submit your press release to (and make payment!) and wait for blog posts to go live.
IndiPR advantage to bloggers
  • Get to know latest developments on topics of your interest/specialization directly from the brands
  • Be the first few to post about the latest development- more traffic to the blog
  • Revenue earning opportunity
  • Enough freedom to add value while posting the PR (Add additional analysis, opinion etc, no need to publish exact text supplied)
  • Relief from PR SPAM as AITE will shortlist a blogger only if PR is found relevant
IndiPR can make content marketing more sensible and effective. The entire Indiblogger team is very upbeat about their new initiative. Below is what few of them have to say:

Anoop Johnson, Co-Founder and Director of Marketing at Indiblogger: “With a starting budget of just USD 150, a business of any size will be able to get their press releases published by influential bloggers with a few clicks.

Renie Ravin, the Founder and CEO of IndiBlogger: “We believe that this system will help Influencers with fresh and new content on their site every day. In a way, you could be writing about the next Google without even realising its immense potential.

Karthik DR, Co-founder & Business Head at IndiBlogger: “The amount of time that people spend in trying to identify and contact influencers is huge. With, you don't have to worry about any of this as the system just needs your Press Release. The rest is history!

Watch the video!
In future, will carry more than just Press Releases. Influencers will be able to get creative assignments, get invitations to attend the trendiest launch events and be privy to the latest news on the planet before the world wakes up to it.

Contact Information (For brands looking to make use of IndiPR platform):

Anoop Johnson,                                                           
Phone - +91-9900-001655 or 0124-4891498


Mridula said...

Blogging on the basis of press releases? Well let us see how this one goes!

Shrinidhi Hande said...

Yes. Works only if press release is relevant and interesting.

Ami said...

Well captured - the pros and cons. Though I think as a blogger, a bit of research is going to be important. One should not take the PR release at their face value.

Shrinidhi Hande said...

Agree- By default press release will be highly biased towards the company that issued it. Bloggers should pull out potential drawbacks or things hidden/sidelined in the release. That is why IndiPR gives enough freedom to bloggers

D.Nambiar said...

Very nicely organised and presented Shrinidhi. I'm sure for a large part it is a win-win, but then if bloggers don't exercise caution, in the long run, it could get messy for 'blogging' on the whole. We'll have to wait and watch, I guess.

Shrinidhi Hande said...

@D N; Thanks
Yes, bloggers should accept only those to which they can add value or is relevant to their audience.

Prasad Np said...

Well thanks , this explains a lot...though I am yet to try it...

Shrinidhi Hande said...

Sure Prasad.