how pr has changed in 140 characters or less - prsa memphis

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PROPRIETARY & CONFIDENTIAL 6/8/11 How Public Relations is Changing in 140 Characters or Less PRSA Memphis June 8 th , 2011 Sandra Fathi President, Affect President, PRSA New York Chapter Email: sfathi@affect.com Twier: @sandrafathi LinkedIn: Sandra Fathi Slideshare: Slideshare.net/sfathi

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Page 1: How PR Has Changed in 140 Characters or Less - PRSA Memphis

PROPRIETARY & CONFIDENTIAL 6/8/11

How Public Relations is Changing in 140 Characters or Less PRSA Memphis June 8th, 2011

Sandra Fathi President, Affect President, PRSA New York Chapter

Email: [email protected] Twier: @sandrafathi LinkedIn: Sandra Fathi Slideshare: Slideshare.net/sfathi

Page 2: How PR Has Changed in 140 Characters or Less - PRSA Memphis

PROPRIETARY & CONFIDENTIAL

Page 3: How PR Has Changed in 140 Characters or Less - PRSA Memphis

PROPRIETARY & CONFIDENTIAL

Agenda

  Twitter for PR

  Finding Journalists & Bloggers on Twitter

  Tools for Monitoring & Finding Queries

  Engaging & Building Relationships

  Social Media Pitching Best Practices

  Finding the Story & Creating a Buzz

Page 4: How PR Has Changed in 140 Characters or Less - PRSA Memphis

PROPRIETARY & CONFIDENTIAL

Did You Know?

175 million users. 95 million tweets per day. (Twitter, Sept. 2010)

37% of journalists are required to maintain Twitter accounts (PR Week, 2010)

52% of reporters now use Twitter as part of their jobs (Cision/GSPM, 2010)

Page 5: How PR Has Changed in 140 Characters or Less - PRSA Memphis

PROPRIETARY & CONFIDENTIAL

Twitter & PR

  Direct conduit to your target audiences; Media,

Customers, Employees, Prospects, Shareholders etc.

  Multi-use platform; News Distribution, Monitoring, Market

Research, Crisis Communications, Engagement,

Customer Service etc.

  Rapid response, no-cost, direct channel.

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PROPRIETARY & CONFIDENTIAL 6/8/11

Finding Journalists on Twitter

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PROPRIETARY & CONFIDENTIAL

Twitter

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PROPRIETARY & CONFIDENTIAL

Twitter: Vocus

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PROPRIETARY & CONFIDENTIAL

Twitter: wefollow.com

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PROPRIETARY & CONFIDENTIAL

Twitter: Listorious

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PROPRIETARY & CONFIDENTIAL

Twitter: Muck Rack

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PROPRIETARY & CONFIDENTIAL

Twitter: Lists

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PROPRIETARY & CONFIDENTIAL 6/8/11

Tools for Monitoring & Finding Queries

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PROPRIETARY & CONFIDENTIAL

Google Alerts

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PROPRIETARY & CONFIDENTIAL

HootSuite

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PROPRIETARY & CONFIDENTIAL

TweetDeck

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PROPRIETARY & CONFIDENTIAL

Radian6

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PROPRIETARY & CONFIDENTIAL

Twitter: Search

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PROPRIETARY & CONFIDENTIAL

Twitter: journalisttweets

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PROPRIETARY & CONFIDENTIAL

Twitter: HARO

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PROPRIETARY & CONFIDENTIAL

Twitter: ProfNet

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PROPRIETARY & CONFIDENTIAL

Twitter: Lists

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PROPRIETARY & CONFIDENTIAL

Twitter: #journchat

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PROPRIETARY & CONFIDENTIAL

Facebook: HARO

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PROPRIETARY & CONFIDENTIAL 6/8/11

Engaging & Building Relationships

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PROPRIETARY & CONFIDENTIAL

What To Know

1.  Provide full disclosure

2.  Seek opportunities for relevant engagement

3.  Become a resource/thought leader

4.  Value over noise

5.  Bring Online Offline

Page 27: How PR Has Changed in 140 Characters or Less - PRSA Memphis

PROPRIETARY & CONFIDENTIAL

Retweets & Mentions

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PROPRIETARY & CONFIDENTIAL

Blog Commenting

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PROPRIETARY & CONFIDENTIAL

Relevant Engagement

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Become a Resource

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PROPRIETARY & CONFIDENTIAL

Taking the Convo Offline

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PROPRIETARY & CONFIDENTIAL 6/8/11

Social Media Pitching Best Practices

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PROPRIETARY & CONFIDENTIAL

What To Know

1.  Set goals, objectives & strategies

2.  Communicate publicly

3.  Interaction over distribution

4.  Quality over quantity

5.  Be relevant

6.  Provide value

Page 34: How PR Has Changed in 140 Characters or Less - PRSA Memphis

PROPRIETARY & CONFIDENTIAL

What To Avoid

1.  Releasing confidential information

2.  Attaching reporters’ names to irrelevant content

3.  Blatant flattery

4.  Repetitive content

5.  Inadvertently outing a reporter’s story

Page 35: How PR Has Changed in 140 Characters or Less - PRSA Memphis

PROPRIETARY & CONFIDENTIAL

Content Creation

1.  Keep it short & simple

2.  Provide stats/numbers

3.  Link to images or video if possible

4.  Include links for more info

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PROPRIETARY & CONFIDENTIAL

Twitter

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PROPRIETARY & CONFIDENTIAL

Twitter

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PROPRIETARY & CONFIDENTIAL 6/8/11

Finding the Story & Creating a Buzz

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PROPRIETARY & CONFIDENTIAL

Trend Intervention & Story Hijacking

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Promoting Special Offers

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Promoting Special Offers (cont’d)

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Pitching the Case Study

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PROPRIETARY & CONFIDENTIAL

Pitching the Case Study (cont’d)

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PROPRIETARY & CONFIDENTIAL 6/8/11

Questions?

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PROPRIETARY & CONFIDENTIAL 6/8/11

Contact Information & Resources:

On Slideshare – www.slideshare.net/sfathi

Sandra Fathi Affect 989 Avenue of the Americas, 6th Floor New York, NY 10018

[email protected] 212 398 9680

Twier: @sandrafathi Web: www.affect.com Blog: www.techaffect.com