Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Social Media: A New Tool In Media Relations
1. 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
2. About 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
6. Tweet it!
New tools available to reach media
such as @PitchEngine #PPUpres
Online newsrooms/press releases
7. Databases at your fingertips
Tweet it!
Databases like
http://www.nytimes.com/twitter &
http://www.mediaontwitter.com/
white pages of journalists on Twitter
#PPUpres
10. Connecting Reporters With Sources:
ProfNet and HARO
Tweet it!
Follow accounts @helpareporter &
@ProfNet on Twitter to match
queries with sources #PPUpres
11. Talk directly to the media
Tweet it!
Engage in Twitter chat @journchat,
weekly chat that connects
journalists, PR pros & bloggers
#PPUpres
12. LEARN 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
13. LEARN 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
14. • 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 list
Tweet it!
Develop a media list with traditional
and new contact info: Name, E-mail,
Twitter ID, etc. #PPUpres
15. • 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 tips Tweet it!
Get to know reporters and start engaging with
them online BEFORE you ever start pitching
#PPUpres
19. • 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. Reporters
21. Connect with reporters “IRL”
Tweet it!
Host a social media event & invite
reporters to connect face-to-face &
demonstrate your social media
knowledge #PPUpres
22. • 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. . .
Tweet it!
Social media is NOT the new media
relations, it’s simply a tool to help
with media and blogger relations
#PPUpres
23. • 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 $, depending on plan)
• Bit.ly (Shorten & track links): http://bit.ly/ (FREE)
• Technorati: http://technorati.com/ (FREE)
• Brian Solis: http://www.briansolis.com/ (FREE)
• Cision: http://us.cision.com/ ($)
Links