New Media Pitching Pr 2.0 Conf

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While the fundamentals of media relations remain the same, Web 2.0 has changed how PR professionals listen, communicate and engage with media. Through the use of new media, pitching is smarter, faster …

While the fundamentals of media relations remain the same, Web 2.0 has changed how PR professionals listen, communicate and engage with media. Through the use of new media, pitching is smarter, faster and more powerful. Presentation from PR 2.0 Conference July 13, 2009 in Mpls.

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  • 1. The “New Media” Relations Toolbox Eva Keiser, APR eva@risdall.com @EvaEKeiser Linkedin.com/EvaKeiser Facebook.com/Eva.Keiser
  • 2. What this Means…  Information is everywhere; more channels  Information is free and everyone is an expert Harder (and easier) to generate media coverage
  • 3. How Does Our Role Change?  More “noise” to listen to – need tools to sort through everything!  Different channels = different approaches  Reduced reliance on traditional “sources”  More “noise” to cut through  Cultivating mutually-beneficial relationships is critical!
  • 4. Media Relations is . . .  Media relations are those activities that involve working directly with persons responsible for the editorial (news and features), public service and sponsored programming products of mass media.  Social media is an avenue for listening to, communicating to and engaging with media – of all shapes and sizes
  • 5. Social Media: It may look different but it is still a goldfish
  • 6. Fundamentals  Successful media relations and social media both depend on relationships  Social media is not a strategy; It is a tool, a technique, a technology and a medium to communicate  Key is to concentrate on the relationship not the technologies  Using social media will make your media relations faster and more powerful!
  • 7. Media Relations Foundation
  • 8. “Earn” the Media  Get to know the reporters and editors on whom they depend. Do your homework. Understand their wants and needs  Understand the constraints under which reporters and editors operate. Understand the journalist’s job and how the media works  Prove yourself worthy of the level of trust and confidence practitioners need to do their jobs well. Build relationships
  • 9. Media Relations Keys – Do your homework – Think like a reporter – Find the hook – Identify your target – Plan your pitch – Keep it short – Pick the right vehicle – Use plain English – Make it easy for them
  • 10. Do Your Homework – Assignments (current & past) – Interests – Preferences – Information sources – Personality – Background Social Media offers a unique window into the human side of reporters, what actually interests them.
  • 11. Think Like a Reporter A good story is: – Timely – Newsworthy – Appealing – Accessible – Relevant to a broad audience – Has human interest – Offers great visuals
  • 12. What’s the Hook? – Process milestones – Opportunities for public participation – Current news – Science – Trigger events – Field trips – Trends – Human interest
  • 13. How Do Journalists Use Social Media?
  • 14. Social media tools are part of media relations arsenal “I can’t imagine not having Twitter to do my job right now. The power of active PR people plus involved thought leaders is amazing.”
  • 15. “Blogs can be a useful resource for journalists. . .they can occasionally be a good source of ideas and tips.”
  • 16. Twitter is the modern day police scanner/ wire machine/letters to the editor all in one and sitting in the middle of our old newsrooms. We journalists can keep up on breaking news, local trends and the general mood of our city’s residents. We are chained to our computers frequently… Twitter allows us to break out of those silos daily and meet so many more of our readers and local citizens. It also helps to cultivate even the most unlikely of sources.
  • 17. – Pushing (sending out links to finished stories) – Pulling (crawling for trends, leads, breaking stories, and sources) – Sharing (live-twittering from events and 1-on-1/Q&As with executives) – Ingesting (soaking up flavor and nuance from the community) – Networking (connecting with people we write about, with people we write for, and connecting both sides with each other) – Lingering (making names for ourselves in the beats and areas of interest we cover)
  • 18. Tapping into the Conversation Listen ♦ Communicate ♦ Engage
  • 19. Listen – Monitor conversations to learn what is being said about an organization or an event – Learn about journalists and their preferences - beyond the byline – Identify media needs; find opportunistic pitches – Trend topics
  • 20. Communicate – Speak out and share information – Provide commentary or clarification – Promote your idea or product – Position yourself as an expert Social Media is a distribution channel for sharing your news and a billboard for your expertise.
  • 21. Engage – Building relationships with media; identify sources – Pitch stories – Provide resources – Give feedback – Address concerns or continue discussion – Clarify statements or assumptions – Get advice / sources / leads You won’t be successful unless you listen before you engage
  • 22. Media Relations + Social Media = Power
  • 23. Importance of Blogs – Bloggers are journalists too! – Mainstream journalists utilize blogs to find sources and generate story ideas – Bloggers are often gatekeepers to mainstream media; coverage in the blogs that journalists read gets you in front of the media Create groundswell via social media to put your story on media’s radar
  • 24. Pitching on Blogs – Many journalists have web duties, in addition to fewer staff members to enterprise stories – Connect with reporters, columnists via their blogs: use comments to engage them, position yourself as source – Use links to your site in comments to promote your organization (sparingly)
  • 25. Pitching Blogs • Build relationship first • Gain permission to pitch • Don’t spam • Pitch as individual not category
  • 26. Pitching on Twitter Some welcome the 140 character pitch, but not all. – Brevity – Links direct media to more info. – Value; Offer more than just spammy pitches – Law of Thirds; broadcast, converse, share value – Engage contact in conversation, build your relationship before you need it!
  • 27. Cases In Point Listen ♦ Communicate ♦ Engage
  • 28. Listen
  • 29. Listen
  • 30. Engage
  • 31. Engage
  • 32. Engage
  • 33. Engage
  • 34. • Heard in the morning meeting - Minnetonka company GoGirl selling device that lets gals pee standing up - didn't know I needed it 9:37 AM Feb 16th • GoGirl a device allwing women to pee standing up - prompting a lot of comments – what do you think? 10:15 AM Feb 16th • @esmemurphy There's a car parked in a driveway on Interlachen that's done over in "Go Girl" logos. Ah, the glamour of PR and marketing. 10:20 AM Feb 16th in reply to esmemurphy
  • 35. TV Story Appears at 5 p.m.
  • 36. People Digg It!
  • 37. Results • Two dozen TV stations across in two days • Dozens of radio morning shows • Server Crashed --- went from a few hundred daily visits to more than 30,000 on one day alone • Sold15-20 an hour
  • 38. Making It Work For You
  • 39. What Social Media Isn’t . . . • A replacement for traditional media relations • A one time activity • Activated immediately • Without cost (time and resources) Using social media as part of a media relations effort requires commitment and resources from an organization
  • 40. Success Requires • Start small; have a plan and evolve • Listen before jumping in • Continue to build relationships • Be prepared to give before you can expect to receive • Be committed to the effort; Gotta give love celebrate successes to get love!
  • 41. Making It Work For You • Identify trends & stories – Read blogs – Monitor Twitter • Track brands & topics – Set up an RSS reader – Set up Google Alerts • Make connections – Cultivate your network – Join Facebook, Twitter, Flickr, Digg • Share information; become part of the conversation
  • 42. Toolbox
  • 43. Listening Tools – Google alerts – blogsearch.google.com – technorati.com (search and watchlist) – blogpulse.com – whostalkin.com – perspctv.com – sm2.techrigy.com
  • 44. Twitter Tools – Search.twitter.com – Twittorati.com – Directories – Twellow.com – Wefollow.com – JustTweetIt.com –Twittercounter.com – @Journchat
  • 45. Finding Media on Twitter mediaontwitter.com
  • 46. muckrack.com
  • 47. journalisttweets.com
  • 48. micropr.wik.is/List_of_Twittering_Journalists
  • 49. twitteringjournalists.pbworks.com/
  • 50. Questions? Thank you.