How PR Has Changed in 140 Characters or Less - PRSA Memphis

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  • 1. How Public Relations is Changing in140 Characters or LessPRSA MemphisJune 8th, 2011Sandra Fathi Email: sfathi@affect.comPresident, Affect Twier: @sandrafathiPresident, PRSA New York Chapter LinkedIn: Sandra Fathi Slideshare: Slideshare.net/sfathi PROPRIETARY & CONFIDENTIAL 6/8/11
  • 2. PROPRIETARY & CONFIDENTIAL
  • 3. Agenda  Twitter for PR  Finding Journalists & Bloggers on Twitter  Tools for Monitoring & Finding Queries  Engaging & Building Relationships  Social Media Pitching Best Practices  Finding the Story & Creating a Buzz PROPRIETARY & CONFIDENTIAL
  • 4. Did You Know? 175 million users. 95 million tweets per day. (Twitter, Sept. 2010)37% of journalists are required to maintain Twitter accounts (PR Week, 2010) 52% of reporters now use Twitter as part of their jobs (Cision/GSPM, 2010) PROPRIETARY & CONFIDENTIAL
  • 5. Twitter & PR  Direct conduit to your target audiences; Media, Customers, Employees, Prospects, Shareholders etc.  Multi-use platform; News Distribution, Monitoring, Market Research, Crisis Communications, Engagement, Customer Service etc.  Rapid response, no-cost, direct channel. PROPRIETARY & CONFIDENTIAL
  • 6. Finding Journalists on Twitter PROPRIETARY & CONFIDENTIAL 6/8/11
  • 7. Twitter PROPRIETARY & CONFIDENTIAL
  • 8. Twitter: Vocus PROPRIETARY & CONFIDENTIAL
  • 9. Twitter: wefollow.com PROPRIETARY & CONFIDENTIAL
  • 10. Twitter: Listorious PROPRIETARY & CONFIDENTIAL
  • 11. Twitter: Muck Rack PROPRIETARY & CONFIDENTIAL
  • 12. Twitter: Lists PROPRIETARY & CONFIDENTIAL
  • 13. Tools for Monitoring & Finding Queries PROPRIETARY & CONFIDENTIAL 6/8/11
  • 14. Google Alerts PROPRIETARY & CONFIDENTIAL
  • 15. HootSuite PROPRIETARY & CONFIDENTIAL
  • 16. TweetDeck PROPRIETARY & CONFIDENTIAL
  • 17. Radian6 PROPRIETARY & CONFIDENTIAL
  • 18. Twitter: Search PROPRIETARY & CONFIDENTIAL
  • 19. Twitter: journalisttweets PROPRIETARY & CONFIDENTIAL
  • 20. Twitter: HARO PROPRIETARY & CONFIDENTIAL
  • 21. Twitter: ProfNet PROPRIETARY & CONFIDENTIAL
  • 22. Twitter: Lists PROPRIETARY & CONFIDENTIAL
  • 23. Twitter: #journchat PROPRIETARY & CONFIDENTIAL
  • 24. Facebook: HARO PROPRIETARY & CONFIDENTIAL
  • 25. Engaging & Building Relationships PROPRIETARY & CONFIDENTIAL 6/8/11
  • 26. What To Know 1.  Provide full disclosure 2.  Seek opportunities for relevant engagement 3.  Become a resource/thought leader 4.  Value over noise 5.  Bring Online Offline PROPRIETARY & CONFIDENTIAL
  • 27. Retweets & Mentions PROPRIETARY & CONFIDENTIAL
  • 28. Blog Commenting PROPRIETARY & CONFIDENTIAL
  • 29. Relevant Engagement PROPRIETARY & CONFIDENTIAL
  • 30. Become a Resource PROPRIETARY & CONFIDENTIAL
  • 31. Taking the ConvoOffline PROPRIETARY & CONFIDENTIAL
  • 32. Social Media Pitching Best Practices PROPRIETARY & CONFIDENTIAL 6/8/11
  • 33. 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 PROPRIETARY & CONFIDENTIAL
  • 34. 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 PROPRIETARY & CONFIDENTIAL
  • 35. Content Creation 1.  Keep it short & simple 2.  Provide stats/numbers 3.  Link to images or video if possible 4.  Include links for more info PROPRIETARY & CONFIDENTIAL
  • 36. Twitter PROPRIETARY & CONFIDENTIAL
  • 37. Twitter PROPRIETARY & CONFIDENTIAL
  • 38. Finding the Story & Creating a Buzz PROPRIETARY & CONFIDENTIAL 6/8/11
  • 39. Trend Intervention &Story Hijacking PROPRIETARY & CONFIDENTIAL
  • 40. Promoting SpecialOffers PROPRIETARY & CONFIDENTIAL
  • 41. Promoting SpecialOffers (cont’d) PROPRIETARY & CONFIDENTIAL
  • 42. Pitching the CaseStudy PROPRIETARY & CONFIDENTIAL
  • 43. Pitching the CaseStudy (cont’d) PROPRIETARY & CONFIDENTIAL
  • 44. Questions? PROPRIETARY & CONFIDENTIAL 6/8/11
  • 45. Contact Information & Resources:On Slideshare – www.slideshare.net/sfathiSandra FathiAffect989 Avenue of the Americas, 6th FloorNew York, NY 10018sfathi@affectst.com212 398 9680Twier: @sandrafathiWeb: www.affect.comBlog: www.techaffect.com PROPRIETARY & CONFIDENTIAL 6/8/11