Media Relations in a Social World
Upcoming SlideShare
Loading in...5
×
 

Media Relations in a Social World

on

  • 1,766 views

 

Statistics

Views

Total Views
1,766
Views on SlideShare
1,766
Embed Views
0

Actions

Likes
3
Downloads
55
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Media Relations in a Social World Media Relations in a Social World Presentation Transcript

  • Pitching for the Hit: Media Relations in a Social World #OGS11 Heather Whaling [email_address] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling
  • Social Media + Media Relations
    • More outlets
    • Better research
    • New relationship-building opportunities
    • Bypass (some) gatekeepers
    • If you’re not quick, you’re not relevant
  • 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
  • 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
  • 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
  • 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?
  • how does social media strengthen media relations?
  • 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
  • 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.
  • as a PR blogger, I saw an opportunity to talk about “brandjacking” and crisis communication
  • reporters were looking for online responses to the oil spill …
  • so I responded …
  • the outcome?
  • the anatomy of an effective PR pitch
    • 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
  • 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
  • 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!)
    • 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.