Marketing • Communications • Public Relations           Facebook.com/eosatlanta                @eosmarketing
Media Relations in a Social Media World           Facebook.com/eosatlanta                @eosmarketing
EOSThe Greek Goddess of DawnOur name is a mandate to make eachday‟s work new and fresh, that each dayoffers new opportunit...
Facebook.com/eosatlanta     @eosmarketing
Today, You’ll Learn• What drives better media placement results?• How to stay ahead in 24x7 media relations world.• Which ...
It used to be so easy…              Facebook.com/eosatlanta                   @eosmarketing
Now it’s a Digital World•   Blogs•   E-mail•   Facebook•   Google Chat/+•   RSS Feeds•   Text Messaging•   Twitter•   YouT...
December 2011 Zoomerang Survey Results           Facebook.com/eosatlanta                @eosmarketing
Which Social Media Channels Do You Use toSearch for Stories?                 Tumblr              RSS Feeds             12%...
Which Social Media Channel Do You UseMost?              RSS Feeds               7%                  Blogs                 ...
What is the BEST Channel for PR to Pitch aStory?   Via your editor           Twitter           Skype      Facebook    Text...
What role does the Assignment Desk play forpitching stories?                       Both                     36%Rather be c...
What is the BEST Time for PR to Pitch a Story?              Early morning                       19%           The night be...
Do you want calls/texts/emails afterhours/weekends?Depends on strength/time                             62%  constraints o...
Describe how you prefer a PR practitioner topitch a story.• #1 Email– concise, to-the-point, local, not clever• Know the r...
What gets your attention about a story?               Facebook.com/eosatlanta                    @eosmarketing
Describe the perfect PR pitch.• Quick, to-the-point, clear, concise, short• Calls out the news value and local impact• Don...
What is your pet peeve about PR people?** Pitches that do not have real value to the reporteror the station pitching.• Mas...
It’s All About Relationships• # 1 Fact: Local media trust relationships with PR pros“The PR People I work with most know m...
Social Media for Building Media Relationships• Facebook is an  intimate platform  for building  relationships             ...
Use Social Media as a Research Tool•   Keep up with what reporters post    and share so you can see what    interests them...
Social Media Disaster Recovery              Facebook.com/eosatlanta                   @eosmarketing
The Papa John’s Slice• Micro-blog continues to  gain traction thru hyper-  short 140-character  updates• Twitter is adding...
To Have Better Local Media Relations Results in2012…• Become your go-to journalists “friend” on Facebook.• Follow them on ...
“Nothing replaces old-fashioned     connections based on   relationships and years of         performance.”               ...
Social Media is Gaining Global Ground              Facebook.com/eosatlanta                   @eosmarketing
Shocking Statistics                                                        800 Million                         20+ Million...
Social Media Use - Update• Fortune 500‟s use of blogs, video, and podcasts has  increased, but Twitter was the „09 social ...
FacebookWhy it’s important:• 800M active users• Fastest growing segment is  55 years old+ women• 350 users access Facebook...
Schramm with a Twist              Facebook.com/eosatlanta                   @eosmarketing
BibliographyThe presentation could not be possible without these researchsources:pewresearch.orgPRWeek.comPRNewswire.comSo...
BibliographyAnd the following journalists:Michelle Shaw          Fred Kalil            Rob Stadler        John Bednarowski...
Contact Us      EOS Marketing & Communications      3405 Piedmont Road, NE Suite 525              Atlanta, Ga 30305       ...
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Media Relations in a Social Media World

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Two of our very own goddesses, media veteran Kimberley Kennedy and PR pro Elyse Hammett, APR gave this presentation for the PRSA GA Chapter monthly seminar on Thursday, January 12th at Maggiano’s Buckhead.

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  • Pitches, press releases, press conferences, special events, follow up calls.
  • With this crazy change in the channels we use to communicate has come additional stress, for example Forbes recently reported:Forbes has come out with the 10 most stressful jobs of 2012..#6 Public relations executive#9 Photojournalist 
  • 62 Emails sent48 respond to part or allAnnounce total qualitative emails sent to KK
  • Later you’ll hear how this compares to a 2011 global journalist quantitative survey
  • According to CNN.com, while facebook has more than half a billion users, it still lags behind Twitter and Tumblr in adoption by reporters. A freelance journalist who writes for the Huffington Post says he finds facebook an “ineffective reporting tool.” He prefers LindedIn and Twitter to track down sources, follow organizations, and field pitches because ‘they have search functions that he can create feeds for and track easily through alerts. Facebook has a lot of content that’s behind privacy walls. He says Twitter and LinkedIn “function as crystal balls that teach me all that I don’t know.”
  • Speaks to the personal relationship reporters in Atlanta tell us they want with PR people, which we will talk about later.
  • This was the old way to pitch stories –to send a press release to the desk. Now all about “Relationship” with Reporters
  • Remember: TV people wont need or want as much lead time on a topical story as print will -unless they are working on a future series or story usually for a ratings period.
  • Don’t abuse relationship—better be good.
  • It’s all about ratingsHow would you write a tease for John Bachman’s 4:00 News Show?
  • PR and marketing contacts are helpful occasionally but almost always if they work for a major institution where we would call looking for an expert on a story—e.g. Georgia Tech or Emory University. But stories that are related to a commercial product or service have a slim chance of getting to first base here. That may not be the case for the other stations, especially as it relates to their morning shows. I recommend (if you have done it already) that you watch the other shows pretty carefully for a few days to get a good feel for their content. Then you might target them more effectively.
  • Use facebook not so much to pitch stories but to build relationships, even with reporters and editors.That’s because facebook is, for most people, an intimate platform to share personal information. It’s important to be respectful of that. Abusing the opportunity could torpedo the relationship. It’s all about relationship…Andrea Samacicia, founder and president of Victory Public Relations in NYC, says it was only when she began using social media that she developed real relationships with editors, producers, and journalists. Being linked to them on facebook and Twitter “makes keeping in touch much simpler. You can ‘like’ something they’ve done on facebook and they get a little reminder about you.”
  • Use social media as a research tool Research Tool-Social networking is a great tool in your research of reporters and media outlets. By keeping up with what they post and share you can see what interests them as well as their most recent work. And it’s very likely that knowledge will spark ideas for you in pitching stories. Caution-Remember, your #1 goal is to build relationships. It’s okay to promote your business or your product or brand on facebook or Twitter but not at the expense of the relationship.According to a recent article on Pr Newswire: “If 80% of your communications are consistently focused on educating and entertaining your audience, they’ll tolerate 20% promotional content---as long as you maintain the context you’ve already built.” (I have a good example of this with my own facebook account as it relates to The Chat Room)h tool--- 80% Education and entertainment and 20 % promotional
  • Use social media as a research tool Research Tool-Social networking is a great tool in your research of reporters and media outlets. By keeping up with what they post and share you can see what interests them as well as their most recent work. And it’s very likely that knowledge will spark ideas for you in pitching stories. Caution-Remember, your #1 goal is to build relationships. It’s okay to promote your business or your product or brand on facebook or Twitter but not at the expense of the relationship.According to a recent article on Pr Newswire: “If 80% of your communications are consistently focused on educating and entertaining your audience, they’ll tolerate 20% promotional content---as long as you maintain the context you’ve already built.” (I have a good example of this with my own facebook account as it relates to The Chat Room)h tool--- 80% Education and entertainment and 20 % promotional
  • Media Relations in a Social Media World

    1. 1. Marketing • Communications • Public Relations Facebook.com/eosatlanta @eosmarketing
    2. 2. Media Relations in a Social Media World Facebook.com/eosatlanta @eosmarketing
    3. 3. EOSThe Greek Goddess of DawnOur name is a mandate to make eachday‟s work new and fresh, that each dayoffers new opportunities. Facebook.com/eosatlanta @eosmarketing
    4. 4. Facebook.com/eosatlanta @eosmarketing
    5. 5. Today, You’ll Learn• What drives better media placement results?• How to stay ahead in 24x7 media relations world.• Which channels work best for reaching journalists now? Facebook.com/eosatlanta @eosmarketing
    6. 6. It used to be so easy… Facebook.com/eosatlanta @eosmarketing
    7. 7. Now it’s a Digital World• Blogs• E-mail• Facebook• Google Chat/+• RSS Feeds• Text Messaging• Twitter• YouTube Facebook.com/eosatlanta @eosmarketing
    8. 8. December 2011 Zoomerang Survey Results Facebook.com/eosatlanta @eosmarketing
    9. 9. Which Social Media Channels Do You Use toSearch for Stories? Tumblr RSS Feeds 12% Blogs 25% Google Chat YouTube 6% Twitter 44% Facebook 62%I dont use social media 12% Facebook.com/eosatlanta @eosmarketing
    10. 10. Which Social Media Channel Do You UseMost? RSS Feeds 7% Blogs 20% Google Chat YouTube 7% Twitter 27% Facebook 20%I dont use social media 20% Facebook.com/eosatlanta @eosmarketing
    11. 11. What is the BEST Channel for PR to Pitch aStory? Via your editor Twitter Skype Facebook Text message 6% Email 94% Your cellphone Direct newsroom… Assignment Desk Facebook.com/eosatlanta @eosmarketing
    12. 12. What role does the Assignment Desk play forpitching stories? Both 36%Rather be contacted directly 64% The best place to pitch Facebook.com/eosatlanta @eosmarketing
    13. 13. What is the BEST Time for PR to Pitch a Story? Early morning 19% The night before 6% Several days to a week out 38% One or more months out 38% After researching editorial calendars Facebook.com/eosatlanta @eosmarketing
    14. 14. Do you want calls/texts/emails afterhours/weekends?Depends on strength/time 62% constraints of a story No 31% Yes 6% Facebook.com/eosatlanta @eosmarketing
    15. 15. Describe how you prefer a PR practitioner topitch a story.• #1 Email– concise, to-the-point, local, not clever• Know the reporter, explain why it‟s a good story/fit for THEM/station/paper.• How will it benefit their viewers/readers/listeners?• Who‟s your client? They know you represent some one or some product, so be upfront. Facebook.com/eosatlanta @eosmarketing
    16. 16. What gets your attention about a story? Facebook.com/eosatlanta @eosmarketing
    17. 17. Describe the perfect PR pitch.• Quick, to-the-point, clear, concise, short• Calls out the news value and local impact• Don‟t try to be clever.• Exclusive pitch to the reporter.• Be upfront about money trail.• Provide “Real People.”Gigi‟s Playhouse Spotlight on People 2 People http://www.wsbtv.com/s/people-2-people/ Facebook.com/eosatlanta @eosmarketing
    18. 18. What is your pet peeve about PR people?** Pitches that do not have real value to the reporteror the station pitching.• Mass pitches, blind pitches• Don‟t do their homework• Not identifying whom you represent• No taking “No” for an answer• Not being discerning• Little Boy who cried wolf reputations Facebook.com/eosatlanta @eosmarketing
    19. 19. It’s All About Relationships• # 1 Fact: Local media trust relationships with PR pros“The PR People I work with most know my style, are fast-reacting and pitch a story once, not over and over.” Facebook.com/eosatlanta @eosmarketing
    20. 20. Social Media for Building Media Relationships• Facebook is an intimate platform for building relationships Facebook.com/eosatlanta @eosmarketing
    21. 21. Use Social Media as a Research Tool• Keep up with what reporters post and share so you can see what interests them as well as their most recent work.• “If 80% of your communications are consistently focused on educating and entertaining your audience, they‟ll tolerate 20% promotional content---as long as you maintain the context you‟ve already built.” PR Newswire Facebook.com/eosatlanta @eosmarketing
    22. 22. Social Media Disaster Recovery Facebook.com/eosatlanta @eosmarketing
    23. 23. The Papa John’s Slice• Micro-blog continues to gain traction thru hyper- short 140-character updates• Twitter is adding nearly 500,000 users a day• 84% of journalists are on Twitter• 47% journalists use Twitter to source new leads Facebook.com/eosatlanta @eosmarketing
    24. 24. To Have Better Local Media Relations Results in2012…• Become your go-to journalists “friend” on Facebook.• Follow them on Twitter.• Remove them from mass email pitches and send custom designs.• Have REAL people who benefit from your expert product/service ready to interview. Facebook.com/eosatlanta @eosmarketing
    25. 25. “Nothing replaces old-fashioned connections based on relationships and years of performance.” Facebook.com/eosatlanta @eosmarketing
    26. 26. Social Media is Gaining Global Ground Facebook.com/eosatlanta @eosmarketing
    27. 27. Shocking Statistics 800 Million 20+ Million Active Facebook 490 Million Blogs are hosted users Unique users who on Tumblr visit the site each month 200+ Million 3,000 Average Monthly Images uploaded to Connected Skype Flickr every minute Users 90 Million The average number of tweets per day on Twitter 5+ Billion Mobile subscribers worldwide Facebook.com/eosatlanta @eosmarketing
    28. 28. Social Media Use - Update• Fortune 500‟s use of blogs, video, and podcasts has increased, but Twitter was the „09 social media channel of choice Source: University of Massachusetts at Dartmouth Facebook.com/eosatlanta @eosmarketing
    29. 29. FacebookWhy it’s important:• 800M active users• Fastest growing segment is 55 years old+ women• 350 users access Facebook through mobile devices• 30 Billion pieces of content shared monthly• 85% of B2B journalists comb Facebook for stories• 35% of all journalists use Facebook for story angles Facebook.com/eosatlanta @eosmarketing
    30. 30. Schramm with a Twist Facebook.com/eosatlanta @eosmarketing
    31. 31. BibliographyThe presentation could not be possible without these researchsources:pewresearch.orgPRWeek.comPRNewswire.comSocialmediaexaminer.comumassd.edu/Forbes.comPrsa.comJeffbullas.comSocialmediatoday.comDigitalbuzzblog.comReciprocatellc.comOrielladigitaljournalism.com Facebook.com/eosatlanta @eosmarketing
    32. 32. BibliographyAnd the following journalists:Michelle Shaw Fred Kalil Rob Stadler John BednarowskiLori Johnston Helen "H.M." Cauley Ross Cavitt Matt NasconeWendy Bowman-Littler Jaye Watson Shaunya Chavis Greg RossinoJulie Bryant Fisher Jeff Dore Val Hoff Kelly QuinlanMaria Saporta Jennifer Leslie Vikki Locke Cynthia GoodByron Small Jerry Carnes Wendy BinnsDavid Greer Jessica Saunders Christopher OquendoBetsy Riley Jim Strickland Ken RodriguezKatrice Mines Jon Shirek Christine TroykeKevin McCauley John Bachman Brandon BrigmanDana Urrutia Karyn Greer Chip ZellerJeff Hullinger Kevin Rowson Buck LanfordTom Regan Linda Stouffer Anthony AmeyDiana Davis Mark Winne Bert WeissLori Johnston Melissa Jackson Steve SchwaidBeth Galvin Nelson Hicks Amy SelbyCaroline Cox Paul Crawley Bill LissCaroline Sbarge Randy Waters Dorthy DanielsCB Hackworth Reg Griffin Doug RichardsDale Cardwell Rich Eldredge Scott SladeDonna Lowry Richard Belcher Adam Carrington Facebook.com/eosatlanta @eosmarketing
    33. 33. Contact Us EOS Marketing & Communications 3405 Piedmont Road, NE Suite 525 Atlanta, Ga 30305 Elyse Hammett elyse@eosmarketing.com 404-949-3777 Facebook.com/eosatlanta @eosmarketing

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