This presentation is designed for communications professionals who want to use social media to reach journalists and bloggers. It was presented as a Webinar on May 16th, 2013. If you have any questions, please contact sfathi@affect.com
Using Social Media for Media Relations (Bulldog Reporter Webinar May 2013)
1. PROPRIETARY & CONFIDENTIAL
5/14/13
Sandra Fathi
President, Affect
Email: sfathi@affect.com
Twier: @sandrafathi
Using Social Media for Media Relations:
New Methods for Generating Story Placements &
Online Buzz
Bulldog Reporter Webinar
May 16, 2013
2. PROPRIETARY & CONFIDENTIAL
AGENDA
§ Why Engage Journalists on Social Media
§ How to Find Journalists & Bloggers on Social Networks
§ Active Listening: Finding and Taking Advantage of Opportunities
§ Proactive Pitching: The Dos and Don’ts
§ What Journalists Want
§ Success Stories
§ Optimize Yourself
3. PROPRIETARY & CONFIDENTIAL
JOURNALISTS ON SM
§ 54% of Journalists cite social media updates from sources they know*
§ 25% of Journalists cite social media updates from sources they don’t know*
§ 83% report having a personal Twitter handle*
§ 57% reporting having a Google Plus page*
§ 15% of adults get their news from social networking – then 77% of them
click on links to full news stories! **
§ 184 news organizations now have designated social media editors**
§ 2/3rds of Journalists have written a story that originated in social media***
§ Journalists named Twitter, Blogs and Facebook as the top 3 most valuable
SM sources***
*Source: 2012 Oriella Digital Journalism Study
**Source: Pew Research Center Report: The State of the Media 2013
***Source: Brunswick Research: use of Social media Among Business Journalists 2011
5. PROPRIETARY & CONFIDENTIAL
WHY ENGAGE ON SM?
1. Modern day building relationships – when was
the last time you actually took a reporter out for
lunch?
2. Get to know the media – without being a stalker
3. Reporters are actively seeking sources – help
them!
4. Find out what they are working on right now
5. Get on the short-list for consideration in their
articles
6. Spark ideas for journalists
7. Get direct access – hint: it’s less crowded than
their inbox
8. They expect to find you there
38. PROPRIETARY & CONFIDENTIAL
WHERE TO START
1. Provide full disclosure
2. Seek opportunities for relevant engagement
3. Become a resource/thought leader
4. Value over noise
5. Bring Online Offline
47. 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
48. 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