How to Reach the Newsroom with Social Media

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Allie Herzog Danziger of Integrate Public Relations presented to CultureMap Connect about how to reach the newsroom via social media and tips for developing a newsworthy social media presence. Using real client examples, Allie showcases best practices for Public Relations in today's social media world.

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How to Reach the Newsroom with Social Media

  1. 1. Social  Media  to  Reach   the  Newsroom…     in  140  Characters  
  2. 2. Meet  @AllieDanziger   and  @IntegratePR  
  3. 3. MEDIA,  AS  WE  KNOW  IT,    HAS  CHANGED  FOREVER  
  4. 4. Different  Landscape.   Same  Rules.  
  5. 5. Goals  of  Journalists  •  Find/Source  interesting  stories    •  Communicate  honest,  newsworthy  stories  •  Bring  news  to  the  community  •  Impress  their  editor  •  Increase  readership    •  Establish  and  sustain  credibility  with  their  audience  
  6. 6.       Journalists  Use  Social  Media  Uncover  news  tips            Gather  content    Stay  in  touch/Connect          Discuss  trends  Learn  people’s  reactions        Clarify  rumors    Create  &  circulate  stories        Interact  with  readers  Promote  publication            
  7. 7. Tips  to  Connect:    1.  Find  the  right  sources  
  8. 8. Tips  to  Connect:    1.  Find  the  right  sources  
  9. 9. Tips  to  Connect:    1.  Find  the  right  sources  
  10. 10. Tips  to  Connect:    1.  Find  the  right  sources  
  11. 11. Tips  to  Connect:    1.  Find  the  right  sources  2.  Build  a  dialogue  with  reporters  online    
  12. 12. Tips  to  Connect:    1.  Find  the  right  sources  2.  Build  a  dialogue  with  reporters  online  3.  Help  with  their  events    
  13. 13. Tips  to  Connect:    1.  Find  the  right  sources    2.  Build  a  dialogue  with   reporters  online  3.  Help  with  their  events  4.  Promote  their  stories      
  14. 14. Tips  to  Connect:    1.  Find  the  right  sources    2.  Build  a  dialogue  with  reporters  online  3.  Help  with  their  events  4.  Promote  their  stories    5.  Monitor  so  you  can    be  a  helpful  resource      
  15. 15. Online  Media   Interactive   Direct  communication  Information  is  traveling  fast   Opinions  galore!   Citizen  Journalism   Messy  
  16. 16. The  New  Elevator  Pitch  
  17. 17. The  New  Elevator  Pitch  1.    Why  should  someone  care?      2.    Be  distinctive.      3.  Don’t  forget  the  basics.      4.  Finish  with  an  ‘ask’  or  more  information.  
  18. 18. Tips  for  #TwitPitch  •  Speak  like  a  HUMAN  •  Double  check  involvement  •  Consider  which  account  you  send  from  •  Don’t  over  tweet  •  Be  direct  •  Follow  up  via  email  or  direct  message  •  Read  their  stories      
  19. 19. Tips  for  Engagement  •  HARO  –  respond  immediately!      •  Digital  press  release  •  No  attachments    •  Hyperlinks  •  Follow  up      
  20. 20. NEW  GOAL:   Create  a    “FOMO  Presence”  
  21. 21. Think  like  an  SEO   Consider  your  audience   expert   Respond  in  time     Think  outside  of   the  box   Listen,  listen,  listen  What  conversations   Consider  graphics  to  are  relevant  right  now?   tell  the  story     Be  objective  –   Frequency   would  you  click   on  this  link?  
  22. 22. Best  Job  in  the  World  Campaign  
  23. 23. Goode  Company’s  Texas  Tour  
  24. 24. Boners  BBQ  –  Atlanta,  GA  
  25. 25. ?Q&A  
  26. 26. Thanks  for  listening!       713.446.6377   @AllieDanziger  

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