This document discusses how bloggers can thoughtfully partner with brands in a way that stays true to their personal values and ethics. It provides tips for bloggers to consider such as evaluating if a brand's values align with their own, researching any controversies surrounding a brand, and being prepared to handle potential criticism of brand partnerships respectfully. The document emphasizes the importance of bloggers making informed choices about brand deals and "owning" those choices even if some disagree.

1. ACHIEVING GOALS WITH SOUL
STAYING TRUE TO YOUR PERSONAL ETHICS
@phdinparenting

2. “If you make it treacherous and scary for brands to create
blogger marketing programs, they will eventually cease to do
it – and you’ll see fewer and fewer paid opportunities available
for you and all your friends. And that’s when I feel bad for the
brands (certainly not for you), because it’s potentially going to
close an interesting and creative marketing channel for
them. And if you keep bashing brands you don’t like, even the
brands you do like won’t want to work with you – the risk will
be too great that you could turn and bash them.”
@phdinparenting

3. - Amy Lupold Bair, ROYO: The Mega “Mindful Monetization” Session!, BlogHer ‘10
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4. • What is in it for you?
• What is the brand asking you to do? Are you being fairly compensated
for that?
• Do your readers care about this brand or can you make them care about
it? Or will youjust be annoying or boring them?
• Is this brand embroiled in any controversies? If so, what are they and do
you feel comfortable standing behind that?
• This can be especially important if you are being asked to represent them for free
or if they are asking you to help promote a “social good” initiative.
• How will the brand support you?
• Is this brand aligned with your values?
@phdinparenting

5. * Sometimes poor editorial or business choices, but sometimes also algorithms (e.g. Google ads)
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6. Finding the Skeletons in Their Closets
• Google
• [Brand Name] boycott
• [Brand Name] ethics
• [Brand Name] toxic, human rights
abuse, environment
• Who owns [Brand Name]?
• Check out
• Buycott.com
• BetterWorldShopper.org
• StopCorporateAbuse.org
• Read between the lines, see through
the doublespeak, use critical thinking.
@phdinparenting

7. Do you know
who you’re
working for?
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8. • Is the blogger well respected?
• Does the blogger have an engaged community?
• Is your brand or product a good fit for that blogger and her community?
• Are your values aligned with the blogger’s values?
• Who else has that blogger worked with?
• How does the blogger handle controversy?
• What support or training will you offer to that blogger?
• How do you plan to compensate the blogger?
@phdinparenting

9. What if someone
disagrees with
you?
Image: davide.tarasconi on flickr
• Don’t take it personally
• Listen
• Consider your role and
responsibility vis-à-vis the brand
• Do some research
• Respond respectfully and
rationally (don’t have a temper
tantrum)
• If appropriate, admit you are
wrong, apologize, do better next
time
@phdinparenting

10. If you’re going to support any company you need to put your BIG
GIRL PANTIES on and know what you’re getting into. There is
always someone who won't like what you’re doing or who you’re
doing it for. This is why whenever you take something on you have
to "OWN IT" and believe in it. Cheers!
-- Dee Brun, Cocktail Deeva
Image: susieblackmon on flickr
@phdinparenting

11. Image: apdk on flickr
Options:
• Ignore it
• Raise it privately with the
individual or brand
• Write a blog post about it
• Take it to twitter (yes, you can
hijack a hashtag)
• Start a petition
ABOVE ALL: BE RESPECTFUL AND
STAY TRUE TO YOUR VALUES
@phdinparenting

12. • An informed choice is usually a good
choice.
• What is right for you may not be right
for me.
• But if something is right for you, you
need to be willing to own it and
handle any criticism that may come
your way professionally.
• When taking a stand for or against
something, be respectful and stay
true to your own values.
@phdinparenting

13. Beyond Page Views and Profits:
Setting Smart Goals That Fit Your Values
• If your business goals are about
nothing more than numbers, you’re
likely to get lost along the way.
• Decide what you stand for and what
you’re trying to achieve with your
blog or your business, then focus on
the opportunities that are aligned
with that and let the rest go.
• Believe in yourself, believe in the
value of what you do, and insist that
the people you work with treat you
with respect (yes, that includes fair
compensation and not throwing
you to the wolves).
@phdinparenting