How can marketers and public relations professionals best use Twitter to enhance their media relations efforts? This presentation by Chris Metinko, Business Wire media relations specialist, explains how journalists and newsrooms are using Twitter, how communicators can pitch using Twitter, and what some best practices are. Presented at the PR News Big 3
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Use Twitter to Gain a Competitive Edge in Media Relations
1. Use Twitter to Gain a Competitive
Edge in Media Relations
PR News
The Big 3 Conference
August 9, 2012
Presented by:
Chris Metinko
Media Relations Specialist
Business Wire
chris.metinko@businesswire.com
2. How Journalists Use Twitter
• 55% use social media to find stories
from known sources
• 43% verified stories using social media
• 46% have professional Twitter profiles
Source: Oriella Digital Journalism Study, July 2012
3. Why Reporters Use Twitter
• Fastest way to break a story
• Find new sources
• Keep up with current sources
• Quickly gauge public sentiment
• Start a dialogue – find a story
4. How Twitter Has Changed Reporting
• Speed
• Drive site traffic & engage audiences
• Offer editorialized comments
• Dialogue with audiences
5. Twitter Reporting Threats
• Get it first, get it wrong: reputation
• Fewer checks and balances
• Not well supervised
• Editorial vs. reporting
6. How Twitter Has Changed Newsrooms
• Thinking in 140 characters
“When you have a story, it’s not just
thinking about the headline — it’s
thinking about what you’re going to
tweet.” – Tom Simonite, MIT’s Tech Review
7. Public and source dialogue made easy
• Instant reaction from readers
• Fastest way to get the dreaded “man on
the street” opinion
• Ability to bypass PR departments to find
sources and experts
9. Tips for pitching on
Have a personality
Tweeting just a press release
= don’t bother
Be engaging and interesting
Build relationships first
“Don’t be lame.”
10. Tips for pitching on
Have a personality
Your human, not a robot. Show it.
11. Tips for pitching on
Tweeting just a press release
= Don’t bother
Add context or a hook
12. Tips for pitching on
Be engaging and interesting.
After eliminating the Vancouver Canucks in an
early playoff series, the Kings’ PR department
tweeted -- “To everyone outside of BC you’re
welcome.”
The @LAKings Twitter account gained more than
60,000 followers during their run to the Stanley
Cup.
13. Tips for pitching on
Build relationships first
Twitter is a tool, not a replacement for
real conversation.
15. Keep Some of the Old
Don’t pitch off topic/beat
Pitch to an actual reporter, not a
site/publication
Be brief – which Twitter mandates
16. Thank You
Chris Metinko
Media Relations Specialist
Business Wire
chris.metinko@businesswire.com
Notas do Editor
A new study has revealed the extent to which journalists from around the world are using social media both as a source of news, and to verify stories already being worked on. In their Digital Journalism Study , Oriella surveyed 600 journalists and discovered that more than half (55 percent) used social channels such as Twitter and Facebook to find stories from known sources, and 43 percent verified existing stories using these tools. 26 percent of respondents said that they used social media to find stories from sources they did not know, and almost one in five (19 percent) verified work in progress from sources unknown to them. The figures are even higher in the UK, with 75 percent of journalists using social media to research news from known sources. 52 percent of journalists said their employer’s titles had Facebook pages, while 46 percent had professional Twitter profiles.
Politico reported on Friday, June 22, that Williams had been suspended pending an investigation for suggesting that Romney "was only comfortable around white people." The comment "fell short of our standards for fairness and judgment in an especially unfortunate way," Politico said.
“ Don’t be lame,” said Drew Olanoff, a writer and editor at The Next Web.
“ Don’t be lame,” said Drew Olanoff , a writer and editor at The Next Web .
“ Don’t be lame,” said Drew Olanoff , a writer and editor at The Next Web.
“ Don’t be lame,” said Drew Olanoff, a writer and editor at The Next Web.
“ Don’t be lame,” said Drew Olanoff, a writer and editor at The Next Web.
“ Don’t be lame,” said Drew Olanoff, a writer and editor at The Next Web.
Personalize pitches, proofread and avoid PR jargon. It does not take long to look up the reporter you would be interested in pitching. Most sites and pubs now list Twitter handles. Journalists like Twitter because PR folks only have 140 characters to get out what they are trying to say. Use them all wisely.