How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Teleseminar presented on March 5, 2011 to the PRSA Health Academy on how the advent of twitter has changed public relations.

Teleseminar presented on March 5, 2011 to the PRSA Health Academy on how the advent of twitter has changed public relations.

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  • 1. 03/04/11 Ben Garret Executive Producer, Vidicom Vice-chair Programming PRSA Health Academy How Public Relations is Changing in 140 Characters or Less PRSA Health Academy Teleconference March 4, 2011 Leigh Fazzina Principal, Fazzina & Co. Communications Chair-elect, PRSA Health Academy Sandra Fathi President, Affect Strategies President, PRSA New York Chapter
  • 2. 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
  • 3. 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)
  • 4. 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.
  • 5. 03/04/11 Finding Journalists on Twitter
  • 6. Twitter
  • 7. Twitter: Vocus
  • 8. Twitter: wefollow.com
  • 9. Twitter: Listorious
  • 10. Twitter: Muck Rack
  • 11. Twitter: Lists
  • 12. 03/04/11 Tools for Monitoring & Finding Queries
  • 13. Google Alerts
  • 14. HootSuite
  • 15. TweetDeck
  • 16. Radian6
  • 17. Twitter: Search
  • 18. Twitter: journalisttweets
  • 19. Twitter: HARO
  • 20. Twitter: ProfNet
  • 21. Twitter: Lists
  • 22. Twitter: #journchat
  • 23. Facebook: HARO
  • 24. 03/04/11 Engaging & Building Relationships
  • 25. What To Know
    • Provide full disclosure
    • Seek opportunities for relevant engagement
    • Become a resource/thought leader
    • Value over noise
    • Bring Online Offline
  • 26. Retweets & Mentions
  • 27. Blog Commenting
  • 28. Relevant Engagement
  • 29. Become a Resource
  • 30. Taking the Convo Offline
  • 31. 03/04/11 Social Media Pitching Best Practices
  • 32. What To Know
    • Set goals, objectives & strategies
    • Communicate publicly
    • Interaction over distribution
    • Quality over quantity
    • Be relevant
    • Provide value
  • 33. What To Avoid
    • Releasing confidential information
    • Attaching reporters’ names to irrelevant content
    • Blatant flattery
    • Repetitive content
    • Inadvertently outing a reporter’s story
  • 34. Content Creation
    • Keep it short & simple
    • Provide stats/numbers
    • Link to images or video if possible
    • Include links for more info
  • 35. Twitter
  • 36. Twitter
  • 37. 03/04/11 Finding the Story & Creating a Buzz
  • 38. Presented to Pitney Bowes | May 24, 2010 Affect Strategies Trend Intervention & Story Hijacking
  • 39. Promoting Special Offers
  • 40. Promoting Special Offers (cont’d)
  • 41. Pitching the Case Study
  • 42. Pitching the Case Study (cont’d)
  • 43. 03/04/11 Questions?
  • 44. 03/04/11 Contact Information & Resources : On Slideshare – www.slideshare.net/sfathi Sandra Fathi [email_address] 212 398 9680 Twitter: @sandrafathi Web: www.affectstrategies.com Blog: www.techaffect.com