Social Media:  Intro to Media Relations     May 12, 2010
Presenter: Debbie Friez Vice President, Major Accounts, Burrelles Luce @dfriez
AGENDA <ul><li>Social Media Best Practices </li></ul><ul><li>Blogger Relations </li></ul><ul><li>Finding Media Contacts </...
4 “TIPS” ON SOCIAL MEDIA <ul><ul><li>#1 Be Unique </li></ul></ul>
<ul><ul><li>#2 Be Authentic </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
<ul><ul><li>#3 Be a Student </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
<ul><ul><li>#4 Be a Teacher </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
SOCIAL MEDIA ETIQUETTE <ul><li>GOLDEN RULE:  Don’t post anything you wouldn’t want your mom to read in the newspaper </li>...
PITCHING BLOGGERS <ul><li>Comment first, pitch later </li></ul><ul><li>Only pitch information relevant to the blog </li></...
FINDING REPORTERS ON SOCIAL MEDIA <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>...
FACEBOOK OPPORTUNITIES <ul><li>You can ask to “friend” a reporter, but don’t do so “blindly” </li></ul><ul><li>Look for ke...
LINKEDIN TO THE MEDIA <ul><li>Connect with key reporters </li></ul><ul><ul><li>Search for travel reporter reaped over 10,0...
YOUTUBE <ul><li>Second most used search engine and #1 for Millennials </li></ul><ul><li>Post useful, interesting video </l...
FLICKR <ul><li>A picture is worth a thousand words </li></ul><ul><li>Helping your SEO </li></ul><ul><li>Link to other Soci...
TWITTER TACTICS <ul><li>Follow key reporters </li></ul><ul><ul><li>Use the “Find People” Link to search for key reporters/...
TWITTER TACTICS <ul><li>Monitor important key terms </li></ul><ul><ul><li>Search resources -  www.socialmediatoday.com/SMC...
WHAT’S BEING SAID ABOUT YOU?
HELPFUL HASHTAGS  FOR PUBLIC RELATIONS PROFESSIONALS <ul><li>PR Industry:  </li></ul><ul><ul><li>#PRSA #pradvice, #prexper...
WHO SHOULD YOU FOLLOW FOR JOURNALIST INQUIRIES? <ul><li>@helpareporter </li></ul><ul><li>@ProfNet </li></ul><ul><li>@journ...
TWEETING ETIQUETTE DO’s, DON’Ts AND MAYBE’s <ul><li>It’s quality, NOT quantity </li></ul><ul><li>Test links </li></ul><ul>...
BE A THOUGHT LEADER <ul><li>Knowledgeable </li></ul><ul><li>Aware </li></ul><ul><li>Interesting </li></ul><ul><li>Innovati...
GETTING ATTENTION <ul><li>Write good headlines </li></ul><ul><li>Provide links </li></ul><ul><li>Do your research </li></u...
WHAT’S HOT? Trending Topics
PITCHING BEST PRACTICES <ul><li>Listen to their needs </li></ul><ul><li>Use DM wisely and sparingly </li></ul><ul><li>Find...
GOOD PITCH
PITCHING RESOURCES <ul><li>Media Survey 2010 Reports on Journalists PR Practices:  wiredprworks.com/2010/04/media-survey-j...
IMPORTANT REMINDERS <ul><li>Don’t send multiple requests to one reporter/blogger on multiple platforms. </li></ul><ul><li>...
<ul><li>Good customer service leads to good PR </li></ul><ul><ul><li>Burrelles Luce  using Twitter to solve a client issue...
TAKING IT OFFLINE <ul><li>Conference </li></ul><ul><li>Tweet-ups </li></ul><ul><ul><li>Tweetchat.com  (conducting and foll...
Q&A TIME
CONTACT INFO <ul><li>Debbie Friez </li></ul><ul><li>Vice President, Major Accounts </li></ul><ul><li>Burrelles Luce </li><...
MORE RESOURCES Learn more:  Free downloads and Burrelles Luce  BLOG Fresh Ideas www.BurrellesLuce.com/resources www.burrel...
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Social Media: Intro To Media Relations

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Presentation to AAA Mid-Atlantic on using social media for media relations.

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  • Remember, Twitter is a conversation. Ask questions; don&apos;t just pontificate. What part of 140 characters do you not understand? Remember the limitations. Some things are better left unsaid. So avoid stream-of-consciousness-blogging via Twitter. Transparency is vital - just as with any other social media. Consider quality vs. quantity. Many users provide links to interesting articles, information. Use proper grammar. If people follow you, it&apos;s polite to &amp;quot;follow&amp;quot; them back. However, because of that, be careful about adding too many people at one time -- that&apos;s the Twitter version of spamming. People will think you&apos;re trying to sell or hype something rather than start a conversation. It&apos;s really all about the art of conversation. http://rob573.blogspot.com/2009/07/twitter-etiquette-10-simple-rules.html
  • Muckrack.com Reporters by and area Trending topics You can do a mass Twitter follow
  • How to search using twitter
  • Sometimes it is just newspaper without the s
  • Don’t be too informal
  • Tell them you are following them, so they can DM you Most post their website on their Twitter home page. Most have their e-mail address on their website. Follow-up with an e-mail saying you saw the tweet.
  • Etiquette By Lacey Haines ( @ laceyhaines ), K/F Communications, San Francisco and Adam Vincenzini ( @ adamvincenzini ), Paratus Communications, London. KEEP YOUR PITCHES SHORT: E-mail pitches are still too long, and several people we heard from preferred a 140-character pitch on Twitter, to a traditional one via e-mail. DIRECT MESSAGES ARE BETTER THAN @REPLY: Reporters can’t “opt-in” to pitches, but they can with Twitter. If there is a mutual following between PR people and a reporter, it usually means they know each other, and may welcome a direct message more than a longer e-mail pitch. A reporter for a major US business daily (who asked not to be quoted) said that he only follows PR people he knows or has worked with in the past, and prefers DM to @reply because he wouldn’t want competitors to know who he’s speaking with. TWITTER PITCHES ARE NOVEL: A journalist for the News of the World(UK) said that but only one or two direct messages, so pitches made through Twitter stand out more. And even if there isn’t a direct relationship in the beginning, pitching on Twitter has helped reporters and PR people build relationships that continue on e-mail or in person.
  • Social Media: Intro To Media Relations

    1. 1. Social Media: Intro to Media Relations   May 12, 2010
    2. 2. Presenter: Debbie Friez Vice President, Major Accounts, Burrelles Luce @dfriez
    3. 3. AGENDA <ul><li>Social Media Best Practices </li></ul><ul><li>Blogger Relations </li></ul><ul><li>Finding Media Contacts </li></ul><ul><li>The Relationships </li></ul><ul><li>The Pitch </li></ul><ul><li>Promoting AAA </li></ul>
    4. 4. 4 “TIPS” ON SOCIAL MEDIA <ul><ul><li>#1 Be Unique </li></ul></ul>
    5. 5. <ul><ul><li>#2 Be Authentic </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
    6. 6. <ul><ul><li>#3 Be a Student </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
    7. 7. <ul><ul><li>#4 Be a Teacher </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
    8. 8. SOCIAL MEDIA ETIQUETTE <ul><li>GOLDEN RULE: Don’t post anything you wouldn’t want your mom to read in the newspaper </li></ul>Twitter etiquette – a blog post by Chris Brogan: http://www.chrisbrogan.com/a-brief-and-informal-twitter-etiquette-gui de/
    9. 9. PITCHING BLOGGERS <ul><li>Comment first, pitch later </li></ul><ul><li>Only pitch information relevant to the blog </li></ul><ul><li>Tell the blogger why they care </li></ul><ul><li>Personalize </li></ul><ul><li>Keep it short </li></ul><ul><li>Goodies welcome </li></ul><ul><li>Offer an exclusive </li></ul>Courtesy of Confessions of a PR Gal: Sarah Helfgott’s Blog http://sarahhelfgott.com/2010/05/05/10-tips-for-pitching-bloggers/
    10. 10. FINDING REPORTERS ON SOCIAL MEDIA <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Muck Rack </li></ul><ul><li>Twitter </li></ul>
    11. 11. FACEBOOK OPPORTUNITIES <ul><li>You can ask to “friend” a reporter, but don’t do so “blindly” </li></ul><ul><li>Look for key media fan pages </li></ul><ul><li>Join like-minded groups </li></ul><ul><li>Be a good friend/fan </li></ul><ul><li>Don’t post pitches to wall </li></ul><ul><li>Offer additional information </li></ul>
    12. 12. LINKEDIN TO THE MEDIA <ul><li>Connect with key reporters </li></ul><ul><ul><li>Search for travel reporter reaped over 10,000 results </li></ul></ul><ul><ul><li>Learn more about those you are pitching </li></ul></ul><ul><ul><li>Use messages to send targeted pitches </li></ul></ul><ul><li>Share news </li></ul><ul><li>Join like-minded groups </li></ul>
    13. 13. YOUTUBE <ul><li>Second most used search engine and #1 for Millennials </li></ul><ul><li>Post useful, interesting video </li></ul><ul><li>Connect video to other social media platforms </li></ul>
    14. 14. FLICKR <ul><li>A picture is worth a thousand words </li></ul><ul><li>Helping your SEO </li></ul><ul><li>Link to other Social Media sites </li></ul>
    15. 15. TWITTER TACTICS <ul><li>Follow key reporters </li></ul><ul><ul><li>Use the “Find People” Link to search for key reporters/editors </li></ul></ul><ul><li>Twitter Lists </li></ul><ul><ul><li>@eyeonfda/reporters-on-twitter </li></ul></ul><ul><ul><li>mashable.com/twitterlists/list/mashable/journalism/ </li></ul></ul><ul><ul><li>tweepml.org/TheTravelEditor-s-travel-writers-on-Twitter/ </li></ul></ul><ul><ul><li>listorious.com/TravMediaUSA/travel-writers </li></ul></ul>
    16. 16. TWITTER TACTICS <ul><li>Monitor important key terms </li></ul><ul><ul><li>Search resources - www.socialmediatoday.com/SMC/189327 </li></ul></ul><ul><li>Use hashtags </li></ul><ul><li>Follow relevant hashtags </li></ul><ul><ul><li>Aggregate information </li></ul></ul><ul><ul><li>Join a discussion </li></ul></ul>
    17. 17. WHAT’S BEING SAID ABOUT YOU?
    18. 18. HELPFUL HASHTAGS FOR PUBLIC RELATIONS PROFESSIONALS <ul><li>PR Industry: </li></ul><ul><ul><li>#PRSA #pradvice, #prexpert #PRSSA , #Printern, #entrypr </li></ul></ul><ul><li>Media: </li></ul><ul><ul><li>#journalism, #newspapers, #media </li></ul></ul><ul><li>Chats: </li></ul><ul><ul><li>#Journchat, #PR20chat, #solopr, #PRStudChat, #blogchat </li></ul></ul><ul><li>Industry hashtags: </li></ul><ul><ul><li>#travel </li></ul></ul><ul><li>Events: </li></ul><ul><ul><li>#Blogher09 (example), #sweepstakes, #giveaways #contest </li></ul></ul>
    19. 19. WHO SHOULD YOU FOLLOW FOR JOURNALIST INQUIRIES? <ul><li>@helpareporter </li></ul><ul><li>@ProfNet </li></ul><ul><li>@journalistics </li></ul><ul><li>@themediaisdying </li></ul><ul><li>@MuckRack </li></ul><ul><li>Your competitors </li></ul><ul><li>Reporters and bloggers </li></ul>
    20. 20. TWEETING ETIQUETTE DO’s, DON’Ts AND MAYBE’s <ul><li>It’s quality, NOT quantity </li></ul><ul><li>Test links </li></ul><ul><li>Don’t argue </li></ul><ul><li>Inform; Don’t sell </li></ul><ul><li>Attribute </li></ul><ul><li>Don’t RT everything </li></ul><ul><li>Offer value </li></ul><ul><li>Don’t auto-DM </li></ul><ul><li>Don’t re-post something immediately </li></ul>http://www.glassonionblog.us/
    21. 21. BE A THOUGHT LEADER <ul><li>Knowledgeable </li></ul><ul><li>Aware </li></ul><ul><li>Interesting </li></ul><ul><li>Innovative </li></ul><ul><li>Engaged </li></ul><ul><li>Accessible </li></ul>
    22. 22. GETTING ATTENTION <ul><li>Write good headlines </li></ul><ul><li>Provide links </li></ul><ul><li>Do your research </li></ul><ul><li>Showcase expertise </li></ul>
    23. 23. WHAT’S HOT? Trending Topics
    24. 24. PITCHING BEST PRACTICES <ul><li>Listen to their needs </li></ul><ul><li>Use DM wisely and sparingly </li></ul><ul><li>Find a way to give the information without giving away the scoop </li></ul>
    25. 25. GOOD PITCH
    26. 26. PITCHING RESOURCES <ul><li>Media Survey 2010 Reports on Journalists PR Practices: wiredprworks.com/2010/04/media-survey-journalists-pr-social-media/ </li></ul><ul><li>Twitter Pitching Etiquette…: thecommscorner.blogspot.com/2010/04/twitter-pitching-etiquette-what-works.html </li></ul>
    27. 27. IMPORTANT REMINDERS <ul><li>Don’t send multiple requests to one reporter/blogger on multiple platforms. </li></ul><ul><li>Be courteous </li></ul><ul><li>Be friendly, but not informal. </li></ul>
    28. 28. <ul><li>Good customer service leads to good PR </li></ul><ul><ul><li>Burrelles Luce using Twitter to solve a client issue </li></ul></ul>USING TWITTER FOR PUBLIC RELATIONS
    29. 29. TAKING IT OFFLINE <ul><li>Conference </li></ul><ul><li>Tweet-ups </li></ul><ul><ul><li>Tweetchat.com (conducting and following chats) </li></ul></ul><ul><ul><li>whatthehashtag.com (produce a transcript after the interview) </li></ul></ul>
    30. 30. Q&A TIME
    31. 31. CONTACT INFO <ul><li>Debbie Friez </li></ul><ul><li>Vice President, Major Accounts </li></ul><ul><li>Burrelles Luce </li></ul><ul><li>[email_address] </li></ul><ul><li>800-631-1160 x1852 </li></ul><ul><li>Twitter: @dfriez </li></ul><ul><li>LinkedIn: dfriez </li></ul><ul><li>BLOG: w ww.burrellesluce.com/freshideas </li></ul>
    32. 32. MORE RESOURCES Learn more: Free downloads and Burrelles Luce BLOG Fresh Ideas www.BurrellesLuce.com/resources www.burrellesluce.com/freshideas

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