social media: a new tool in media relations
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Social Media: A New Tool In Media Relations
Social Media: A New Tool In Media Relations
Presented to Point Park University Grad Students By Deanna Ferrari
Presented to Point Park University Grad Students By Deanna Ferrari
About meAbout me
• Graduate of Slippery Rock University (B.S., Public Relations)
• Senior Account Executive, WordWrite Communications • Blogger, PRetty in Pittsburgh• Director-At-Large, Communications, PRSA Pittsburgh• Award-winning social media specialist
• Graduate of Slippery Rock University (B.S., Public Relations)
• Senior Account Executive, WordWrite Communications • Blogger, PRetty in Pittsburgh• Director-At-Large, Communications, PRSA Pittsburgh• Award-winning social media specialist
Tweeting During This Presentation?
Use the hashtag #PPUpres
Tweeting During This Presentation?
Use the hashtag #PPUpres
Media Relations: The old wayMedia Relations: The old way
Media Relations: The new wayMedia Relations: The new way
Tweet it!New tools available to reach media such as @PitchEngine #PPUpres
Online newsrooms/press releasesOnline newsrooms/press releases
Databases at your fingertipsDatabases at your fingertips
Tweet it!Databases like http://www.nytimes.com/twitter & http://www.mediaontwitter.com/ white pages of journalists on Twitter #PPUpres
Requests come TO YOURequests come TO YOU
Connecting Reporters With Sources: ProfNet and HARO
Connecting Reporters With Sources: ProfNet and HARO
Tweet it!Follow accounts @helpareporter & @ProfNet on Twitter to match queries with sources #PPUpres
Talk directly to the mediaTalk directly to the media
Tweet it!Engage in Twitter chat @journchat, weekly chat that connects journalists, PR pros & bloggers #PPUpres
LEARN about who you’re pitchingLEARN about who you’re pitching
Tweet it!Learn who you pitch: Read articles they've written, their bio/about on outlet website, follow them on Twitter, etc. #PPUpres
LEARN about who you’re pitchingLEARN about who you’re pitching
Tweet it!Learn who you pitch: Some journalists offer advice via their social networks. See what they like and what they DON’T #PPUpres
• Name• E-mail address• Phone number• Twitter handle• Blog• Last posts written
• Name• E-mail address• Phone number• Twitter handle• Blog• Last posts written
The new media listThe new media list
Tweet it!Develop a media list with traditional and new contact info: Name, E-mail, Twitter ID, etc. #PPUpres
• Follow and engage in dialogue with reporter(s) on social media: build a relationship/trust before you ever try to pitch them (as simple as saying hi and introducing yourself)
• Make sure your pitch is on topic and tailored to the reporter• Use the most appropriate channel when making initial pitch after
you’ve learned more about the reporter (e-mail, phone, social media)• Send quick links to an online newsroom, video or photos to make it
easy, interactive, compelling• Follow up, but be polite and not a stalker• If you have built a good enough relationship with a reporter, ask for
advice
• Follow and engage in dialogue with reporter(s) on social media: build a relationship/trust before you ever try to pitch them (as simple as saying hi and introducing yourself)
• Make sure your pitch is on topic and tailored to the reporter• Use the most appropriate channel when making initial pitch after
you’ve learned more about the reporter (e-mail, phone, social media)• Send quick links to an online newsroom, video or photos to make it
easy, interactive, compelling• Follow up, but be polite and not a stalker• If you have built a good enough relationship with a reporter, ask for
advice
Pitching tipsPitching tips Tweet it!Get to know reporters and start engaging with them online BEFORE you ever start pitching #PPUpres
Pitching via Facebook
Pitching via Twitter
Bloggers: The New Journalists?Bloggers: The New Journalists?
• A blogger is not a journalist, but some have just as much, if not more influence
• Pitch a blogger the same way you’d pitch a reporter: be thoughtful, on-topic and develop a solid pitch
• Know a blog is NOT a newspaper/newsroom• Build relationships and trust along the way
• A blogger is not a journalist, but some have just as much, if not more influence
• Pitch a blogger the same way you’d pitch a reporter: be thoughtful, on-topic and develop a solid pitch
• Know a blog is NOT a newspaper/newsroom• Build relationships and trust along the way
Pitching: Bloggers vs. ReportersPitching: Bloggers vs. Reporters
Source: http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/
Connect with reporters “IRL”Connect with reporters “IRL”Tweet it!Host a social media event & invite reporters to connect face-to-face & demonstrate your social media knowledge #PPUpres
• Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations
• Bloggers are NOT journalists, but a new community of people, like journalists, who have influence and are therefore important to your brand
• Make connections before you need them• Use social media effectively and to your advantage• Traditional tactics in media relations still apply and always
will
• Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations
• Bloggers are NOT journalists, but a new community of people, like journalists, who have influence and are therefore important to your brand
• Make connections before you need them• Use social media effectively and to your advantage• Traditional tactics in media relations still apply and always
will
Remember. . . Remember. . .
Tweet it!Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations #PPUpres
• Media on Twitter: http://www.mediaontwitter.com/ (FREE)
• Help a Reporter Out (HARO): http://www.helpareporter.com/ (FREE)
• ProfNet: https://profnet.prnewswire.com/ ($)• PitchEngine: http://www.pitchengine.com/
(FREE and $, depending on plan)• Bit.ly (Shorten & track links): http://bit.ly/ (FREE)• Technorati: http://technorati.com/ (FREE)• Brian Solis: http://www.briansolis.com/ (FREE)• Cision: http://us.cision.com/ ($)
• Media on Twitter: http://www.mediaontwitter.com/ (FREE)
• Help a Reporter Out (HARO): http://www.helpareporter.com/ (FREE)
• ProfNet: https://profnet.prnewswire.com/ ($)• PitchEngine: http://www.pitchengine.com/
(FREE and $, depending on plan)• Bit.ly (Shorten & track links): http://bit.ly/ (FREE)• Technorati: http://technorati.com/ (FREE)• Brian Solis: http://www.briansolis.com/ (FREE)• Cision: http://us.cision.com/ ($)
LinksLinks
Questions? Comments?Questions? Comments?
Twitter:@dferrari / @wordwritepr
Online:deannaferrari.com / wordwritepr.com
Thank You!
Twitter:@dferrari / @wordwritepr
Online:deannaferrari.com / wordwritepr.com
Thank You!
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