5. LEARNING OBJECTIVES
I. How to find and build relationships with reporters online
II. Tips on writing your releases for Search Engine Optimization
III. How to distribute your release online
IV. Understand elements of an online outreach plan
19. Keywords
• Always use appropriate and relevant tags and
keywords to a post or page.
– Find your keywords!
20. Keywords
• Write down three common words you would
use when searching for something you’re
interested in online
OR
• Write down three words you want your brand
to be associated with online
25. Using Facebook to Reach
Reporters
Listen & engage
Find your influencers
- create interest lists
Post updates with URLs to
click-thru
26. Relationships with Reporters Require:
• Reading their articles
• Commenting on their articles
• Sharing links to their articles
• Letting them know you shared it others
• Being a media resource for any follow up
articles
30. Think Through Your Pitch
• Hi, I’m ________ and I’m calling with __________(org) to tell you about a
story idea. Do you have a second to talk?
• Here’s what’s going on: (one sentence summary)
• The reason this is important/different now is: (timeliness/impact)
• I also have a (VISUAL?) or (HUMAN INTEREST?) that you might be
interested in.
• Does this sound like something you’d be interested in?
• Can I send you some follow up information? Via email?
33. Elements of an Online Press Room
• Contact information
• Press Release
• Fact Sheets
• Photos / Video / Audio Clips
• Logos
• List of experts
• Past media clips
• Link to calendar of events
53. using social media to reach reporters
Diana Pando
Follow on Twitter @dianapando
diana@newstips.org
Marissa Wasseluk
Follow on Twitter @
marissa@newstips.org
@npcommunicator
www.communitymediaworkshop.org
Survey the Room Where do you read your news? - Diana
Shifting Media Landscape Why Social Media How are Journalists Using Social Media Why Social Media is simply another tool, not a replacement for other forms of communications or news
Introduce the idea why people need to reach reporters online – Refer to the study done… We will look at what you need to know about Journalists online, how they are using the tools and the best tips for you to make the connections, build a relationship and pitch your story.
According to the recent Survey of the Media in the Wired World, conducted by the Society of New Communications Research and Middleberg Communications – Although they rely more on social media and mobile technology then ever before, they are using it in ways that are both obvious and in some ways not so obvious.
According to the recent Survey of the Media in the Wired World, conducted by the Society of New Communications Research and Middleberg Communications.
First, Be Online - Demetrio Develop your online social presence Have a blog Promote your message through your online presence – it’s brilliant because there’s no middle man on your own website!
Craft your Communications Plan - Demetrio What do you want to happen if you’re successful? Incorporate a social media policy and social media strategy in your communications work. Understand your audience and have set measurable goals.
Craft your message and story - Demetrio Know what is newsworthy Know what you want to say
Know who you want to pitch, Where their stories and published or broadcast And what audiences they reach Start with a small list of people
Monitor both Online and On the Ground - Read reporters’ stories Follow what they are posting and sharing
Phase 2
Why are hash tags important for rolling out an online press release?
Why are hash tags important for rolling out an online press release?
Why are hash tags important for rolling out an online press release?
Why are hash tags important for rolling out an online press release?
Why are hash tags important for rolling out an online press release?
Understanding the types of stories they are writing about.
Personalize your pitch Build a relationship (protracted) Tell them what you want
According to the recent Survey of the Media in the Wired World, conducted by the Society of New Communications Researcha nd Middleberg Communications
Personalize your pitch Build a relationship (protracted) Tell them what you want
Ensure content is online to share Social media helps drive traffic (including media) back to your information and your message
What is Search Engine Optimization? Why is it important?