A PR Practitioner's Guide to Twitter

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How to use Twitter effectively to do better PR. Includes research on journalists use of Twitter and best practices for Public Relations professionals.

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  • A PR Practitioner's Guide to Twitter

    1. 1. A PR PRACTIONEER’S GUIDE TO TWITTER Or How to Use Twitter Effectively to Do Better PR Prepared by Chris Baccus (@cbaccus) Executive Director Digital October 2013
    2. 2. David Carr The New York Times JOURNALISTS AND TWITTER "What is the state of play right now.“
    3. 3. JOURNALISTS AND TWITTER BREAKING NEWS AND THE RISE OF “CITIZEN JOURNALISTS”
    4. 4. of U.S. Journalists have a personal account on Twitter 59% International The New Normal for News. Oriella PR Network Study. Digital Journalism Study 2013 JOURNALISTS AND TWITTER 78%
    5. 5. JOURNALISTS AND TWITTER State of the Media Report. Vocus. 2013.
    6. 6. BUILDING YOUR NETWORK
    7. 7. Search. BUILDING YOUR NETWORK HOW DO YOU FIND WHO TO FOLLOW?
    8. 8. Google is your friend. BUILDING YOUR NETWORK FIND LISTS ONLINE
    9. 9. Publication identified and sometimes additional contact information Your Twitter followers who follow this person BUILDING YOUR NETWORK ELEMENTS OF A TWITTER PROFILE
    10. 10. Lists are your friend. BUILDING YOUR NETWORK EXTENDING YOUR NETWORK BY ASSOCIATION
    11. 11. Browsing a list BUILDING YOUR NETWORK LIST DETAILS
    12. 12. Public or Private? Private (Accessible only to you) Public (Anyone can view the list or subscribe to it) BUILDING YOUR NETWORK BUILDING YOUR OWN LIST
    13. 13. Choose the list or lists you want to associate that account with BUILDING YOUR NETWORK ADDING TO YOUR LISTS
    14. 14. Public Lists do notify the account holder. Private lists do not. BUILDING YOUR NETWORK PUBLIC LISTS
    15. 15. Add from the person’s profile page too. BUILDING YOUR NETWORK ADDING ACCOUNTS TO LISTS IS EASY AND QUICK
    16. 16. Don‘t want to create your own? Follow lists from people you trust. BUILDING YOUR NETWORK CAN ALSO FOLLOW OTHER’S LISTS
    17. 17. ENGAGING WITH MEDIA
    18. 18. “It's for hearing. Listening.”
    19. 19. Get to know who they are first ENGAGING WITH MEDIA ACTIVE LISTENING FIRST
    20. 20. “It depends on whether I know the person pitching the story, or their affiliation.” – National online digital magazine reporter ENGAGING WITH MEDIA SOURCE MATTERS TO JOURNALISTS
    21. 21. The New Normal for News. Oriella PR Network Study. Digital Journalism Study 2013 ENGAGING WITH MEDIA PR IS AT A DISADVANTAGE
    22. 22. ENGAGING WITH MEDIA State of the Media Report. Vocus. 2013.
    23. 23. - Patrick Garmoe, SpinSucks blog ENGAGING WITH MEDIA "In general I've found Twitter is the best practical way to get directly through to journalists… I always compare it to being in a convention hall. They're open, they're meeting people, and you can just walk right up to them.”
    24. 24. ENGAGING WITH MEDIA BE HUMAN
    25. 25. ENGAGING WITH MEDIA EVENTS ARE YOUR FRIEND
    26. 26. THE ART OF THE PITCH
    27. 27. Journalists who use social media the most are the least open to pitches. State of the Media Report. Vocus. 2013. THE ART OF THE PITCH THE SOCIAL MEDIA PITCH PARADOX
    28. 28. THE ART OF THE PITCH THE CREATIVE PITCH - VIDEO
    29. 29. THE ART OF THE PITCH State of the Media Report. Vocus. 2013.
    30. 30. Call or Email Use Twitter to Build the Relationship THE ART OF THE PITCH THE BEST PITCH
    31. 31. ENGAGING INFLUENCERS
    32. 32. They do have an audience you want to reach, so respect and approach with the same rigor as pitching a journalist. ENGAGING INFLUENCERS INFLUENCERS ARE NOT MEDIA
    33. 33. Spammy influencer outreach. An agency decided to use access to the corporate account to “pitch” influencers. ENGAGING INFLUENCERS THE WRONG WAY
    34. 34. PERSONALIZE Start by using their name PROVIDE VALUE Quickly show why your pitch matters to them or their audience LINK TO CONTENT Provide a way to learn more POSITIVE OUTRO End with a thank you or invitation to their thoughts ENGAGING INFLUENCERS ELEMENTS OF PITCHING AN INFLUENCER
    35. 35. BE YOU
    36. 36. BE YOU TWITTER IS NOT FACEBOOK OR LINKEDIN
    37. 37. BE YOU BRING YOUR PERSONALITY INTO IT
    38. 38. BE YOU KEEP UP WITH PR ON TWITTER Join a Twitter Chat from Time to Time #PR20CHAT Tuesdays 5-6pm PST #JOURNCHAT Mondays 5-6pm PST Read Industry Blogs that Discuss New Media
    39. 39. THANK YOU

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