Social Media: A New Tool In Media Relations
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Presented by Senior Account Executive Deanna Ferrari to Point Park University grad students in their media relations class.
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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
- 3. Tweeting During This Presentation? Use the hashtag #PPUpres
- 4. Media Relations: The old way
- 5. Media Relations: The new way
- 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
- 8. Requests come TO YOU
- 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
- 18. Bloggers: The New Journalists?
- 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
- 24. Questions? Comments? Twitter: @dferrari / @wordwritepr Online: deannaferrari.com / wordwritepr.com Thank You!