The “New Media” Relations
        Toolbox


        Eva Keiser, APR

            eva@risdall.com
             @EvaEKeiser
...
What this Means…
 Information is
everywhere; more
channels

 Information is free
and everyone is an
expert

Harder (and...
How Does Our Role Change?
 More “noise” to listen to – need tools to sort
through everything!

 Different channels = dif...
Media Relations is . . .
 Media relations are those activities that involve
  working directly with persons responsible f...
Social Media:
It may look different but it is still a goldfish
Fundamentals
 Successful media relations and social media
  both depend on relationships

 Social media is not a strateg...
Media Relations Foundation
“Earn” the Media
 Get to know the reporters and editors on whom
  they depend. Do your homework. Understand
  their wants...
Media Relations Keys
–   Do your homework
–   Think like a reporter
–   Find the hook
–   Identify your target
–   Plan yo...
Do Your Homework
  – Assignments (current & past)
  – Interests
  – Preferences
  – Information sources
  – Personality
  ...
Think Like a Reporter
A good story is:
– Timely
– Newsworthy
– Appealing
– Accessible
– Relevant to a broad
audience
– Has...
What’s the Hook?
– Process milestones
– Opportunities for public
  participation
– Current news
– Science
– Trigger events...
How Do Journalists Use
    Social Media?
Social media tools are part of media
relations arsenal

“I can’t imagine not having Twitter to
do my job right now. The po...
“Blogs can be a useful
resource for journalists. .
.they can occasionally be
a good source of ideas
and tips.”
Twitter is the modern day police scanner/ wire
machine/letters to the editor all in one and sitting in the
middle of our o...
– Pushing (sending out links to finished stories)
– Pulling (crawling for trends, leads, breaking stories, and
  sources)
...
Tapping into the
     Conversation

Listen ♦ Communicate ♦ Engage
Listen
– Monitor conversations to learn what is being
  said about an organization or an event
– Learn about journalists a...
Communicate
 – Speak out and share information
 – Provide commentary or clarification
 – Promote your idea or product
 – P...
Engage
–   Building relationships with media; identify sources
–   Pitch stories
–   Provide resources
–   Give feedback
–...
Media Relations
+ Social Media
   = Power
Importance of Blogs
– Bloggers are journalists too!
– Mainstream journalists utilize blogs to find
  sources and generate ...
Pitching on Blogs
– Many journalists have web
  duties, in addition to fewer
  staff members to enterprise
  stories
– Con...
Pitching Blogs
•   Build relationship first
•   Gain permission to pitch
•   Don’t spam
•   Pitch as individual not catego...
Pitching on Twitter
Some welcome the 140 character pitch, but not all.
  – Brevity
  – Links direct media to more info.
  ...
Cases In Point


Listen ♦ Communicate ♦ Engage
Listen
Listen
Engage
Engage
Engage
Engage
• Heard in the morning meeting - Minnetonka
  company GoGirl selling device that lets gals
  pee standing up - didn't know...
TV Story Appears at 5 p.m.
People Digg It!
Results
• Two dozen TV stations across in two days
• Dozens of radio morning shows
• Server Crashed --- went from a few
  ...
Making It Work For You
What Social Media Isn’t . . .
•   A replacement for traditional media relations
•   A one time activity
•   Activated imme...
Success Requires
• Start small; have a plan
  and evolve
• Listen before jumping in
• Continue to build
  relationships
• ...
Making It Work For You
• Identify trends & stories
   – Read blogs
   – Monitor Twitter
• Track brands & topics
   – Set u...
Toolbox
Listening Tools
– Google alerts
– blogsearch.google.com
– technorati.com (search and watchlist)
– blogpulse.com
– whostalk...
Twitter Tools
– Search.twitter.com
– Twittorati.com
– Directories
   – Twellow.com
   – Wefollow.com
   – JustTweetIt.com
...
Finding Media on Twitter
mediaontwitter.com
muckrack.com
journalisttweets.com
micropr.wik.is/List_of_Twittering_Journalists
twitteringjournalists.pbworks.com/
Questions?

 Thank you.
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
New Media Pitching Pr 2.0 Conf
Upcoming SlideShare
Loading in...5
×

New Media Pitching Pr 2.0 Conf

1,217

Published on

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.

3 Comments
3 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,217
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
24
Comments
3
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "New Media Pitching Pr 2.0 Conf"

  1. 1. The “New Media” Relations Toolbox Eva Keiser, APR eva@risdall.com @EvaEKeiser Linkedin.com/EvaKeiser Facebook.com/Eva.Keiser
  2. 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. 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. 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. 5. Social Media: It may look different but it is still a goldfish
  6. 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. 7. Media Relations Foundation
  8. 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. 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. 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. 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. 12. What’s the Hook? – Process milestones – Opportunities for public participation – Current news – Science – Trigger events – Field trips – Trends – Human interest
  13. 13. How Do Journalists Use Social Media?
  14. 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. 15. “Blogs can be a useful resource for journalists. . .they can occasionally be a good source of ideas and tips.”
  16. 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. 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. 18. Tapping into the Conversation Listen ♦ Communicate ♦ Engage
  19. 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. 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. 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. 22. Media Relations + Social Media = Power
  23. 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. 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. 25. Pitching Blogs • Build relationship first • Gain permission to pitch • Don’t spam • Pitch as individual not category
  26. 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. 27. Cases In Point Listen ♦ Communicate ♦ Engage
  28. 28. Listen
  29. 29. Listen
  30. 30. Engage
  31. 31. Engage
  32. 32. Engage
  33. 33. Engage
  34. 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. 35. TV Story Appears at 5 p.m.
  36. 36. People Digg It!
  37. 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. 38. Making It Work For You
  39. 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. 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. 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. 42. Toolbox
  43. 43. Listening Tools – Google alerts – blogsearch.google.com – technorati.com (search and watchlist) – blogpulse.com – whostalkin.com – perspctv.com – sm2.techrigy.com
  44. 44. Twitter Tools – Search.twitter.com – Twittorati.com – Directories – Twellow.com – Wefollow.com – JustTweetIt.com –Twittercounter.com – @Journchat
  45. 45. Finding Media on Twitter mediaontwitter.com
  46. 46. muckrack.com
  47. 47. journalisttweets.com
  48. 48. micropr.wik.is/List_of_Twittering_Journalists
  49. 49. twitteringjournalists.pbworks.com/
  50. 50. Questions? Thank you.

×