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

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