Media Relations in a Social World

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  • 1. Pitching for the Hit: Media Relations in a Social World #OGS11 Heather Whaling [email_address] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling
  • 2. Social Media + Media Relations
    • More outlets
    • Better research
    • New relationship-building opportunities
    • Bypass (some) gatekeepers
    • If you’re not quick, you’re not relevant
  • 3. Who is the media?
    • Newspapers, television journalists
    • Bloggers
    • Reporters at online news sites
    • Vloggers
    • Podcasters
    • Facebook page admins
    • Contributing writers/freelancers
    • … anyone with an audience??
    Thanks to soc med, anyone can be media, but not all media are journalists. #OGS11
  • 4. Why Blogger Relations?
    • 77% of Internet users read blogs
    • 89% of journalists conduct research on blogs
    • 72% of bloggers blog to share expertise
    89% of journalists conduct research on blogs #OGS11
  • 5. media relations goals: to secure coverage in outlets that connect with the right target audience/community to create opportunities for 3rd parties to share your stories
  • 6. The More Things Change …
    • Start by asking yourself:
      • What’s the story?
      • Why is it newsworthy now?
      • Who cares?
    • Then, ask yourself:
      • Why should I be a resource?
      • What’s my specific, relevant expertise?
      • What other resources/assets can I give a reporter?
  • 7. how does social media strengthen media relations?
  • 8. Social Research = Better Pitches
    • Build highly targeted media lists
    • Access to reporters before, during and after the pitching process
      • Build ongoing relationships
    • Spot trends to create story opportunities
      • Example: Madison Electric
  • 9. Participation Generates Media Opportunities
    • After Gulf oil spill, someone created @BPGlobalPR account.
      • Account was a parody, but everyone didn’t realize it … especially in the beginning.
  • 10. as a PR blogger, I saw an opportunity to talk about “brandjacking” and crisis communication
  • 11. reporters were looking for online responses to the oil spill …
  • 12. so I responded …
  • 13. the outcome?
  • 14. the anatomy of an effective PR pitch
  • 15.
    • Pitches MUST be relevant
    • Find opportunities to create a meaningful connection with the individual
    • Personalize the pitch
      • Reference a previous post
      • Comment on a shared like or dislike
    • Check their Twitter stream for recent nuggets of info
    • Include sample tweets or Facebook updates
    • Use custom links to report and share stats
    • What’s the “ask?”
    Solid media pitches trump lukewarm relationships #OGS11
  • 16. 5 Cs of Blogger Relations
    • Cultivation
    • Collaboration
    • Content
    • Community
    • Communication (what’s the ask?)
      • 5 Cs of blogger outreach: Cultivation, Collaboration, Content, Community & Communication #OGS11
  • 17. Pitching 2.0 Tools
    • Pitchengine
    • HARO (helpareporter.com)
    • Twitter lists (especially for monitoring)
    • OneMinuteNews.com
    • Storify
    • CNN iReport
    • Blogdash
    • Email, phone (seriously … they still work!)
  • 18.
    • Heather Whaling
    • www.GebenCommunication.com
    • [email_address]
    • @prTini
    • subscribe to my blog:
    • bit. ly/prTini
    • subscribe to our enewsletter:
    • bit.ly/prChatter
    Collaboration. Integration. Social Good.