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New Media & Public Relations

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How to utilize new media for clients and PR efforts.

How to utilize new media for clients and PR efforts.


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  • Real-time view into what stories, ideas and content are captivating the journalists they want to pitch.  - Journalists – use for research to write articles and blog posts.- 52 percent of reporters now use Twitter as part of their jobs.  - 37 percent of journalists are required by their publications to maintain Twitter accounts.- Following journalists will give you insights into what they write about; a sense on what types of information they are looking forImportant to take it a step further Talk with the journalists on Twitter.  Retweet their articles and blog posts, ask questions on the content, participate in discussions, make observations or just say hello.  This type of engagement strengthens the relationship and shows the journalist that you are interested in the industry and have something of value to add.
  • Twitter is one of the most commonly used social media platforms for communication professionals. When building and updating lists in twitter it is essential to do the work to find reporters that are useful to you. For this example I: Thought about who I wanted to reach out to follow/add to media list on twitterIn this case I wanted someone who was nation wide and that was at a well-known company.-Anderson Cooper and CNN-In this situation I found it was also important to follow CNN as well.  SEARCH.TWITTER.COM OR GOOGLE “ANDERSON COOPER TWITTER”These are good tools to finding the people that you are looking for without having to go through everyone with the same name as what you searched  Another tool that is helpful is:Once on twitter, if looking for a popular journalist, I try to make sure it is the VERIFIED ACCOUNT.  It is easy to follow journalist and media outlets to: -Receive instant updates through twitter, -Create media list which allows you to group together all useful media to you and also -Send press releases which mal will talk about later in the presentation.
  • When creating media lists it may help to organize them in a detailed way by niche audiences that you are trying to follow. This allows you to keep up with larger lists in a more organized way. Examples could be:HUFFINGTON POST-421 lists I have created a list on my own twitter called “national media” which I have made private so it is just for my references. To add someone to a media list, you simply go to their twitter page, in this case twitter.com/andersoncooper and click on lists and then mark the lists that apply to that page. This cannot only be a reference tool for you to use but it can also build relationships through media outlets.
  • -The "Social Media Press Release"Reinvention of traditional press release Still gives all of the high-level contentDistinctive because it incorporates multi-media elementsGives journalist the freedom to “remix” the elements, choose what they want to use in their piece34% of journalists say pitches that incorporate multi-media help them understand a story better.
  • Pitch Engine is an online service- Used by: in-house PR pros, agency reps other communication professionals, Bloggers and reporters use it to find SMRs relevant to specific topics of interest.- Incorporates these multi-media elements- Also can put links to Twitter, Facebook, company website- Sharable tool bar = easy to pass along across all digital platforms- TWEET (show pitch)Helps you broaden your audience beyond the journalist to reach bloggers, investors, consumers and other influencers on the social web
  • Hashtag JOURNCHAT- Created and moderated by PR and social media enthusiast Sarah Evans is used to cultivate a weekly conversation on Twitter between journalists, bloggers and public relations folks.- It was created and is moderated weekly by PR and social media enthusiast Sarah EvansDuring the 2 hour long discussion - - Asks questions from @journcha- Respond using the #journchathashtag. This is just one example of the many innovative and creative ways PR folks are using new media to communicate with one another within the industry.
  • Transcript

    • 1. New Media + Public RelationsHow to utilize new media for clients & PR efforts
      September 10, 2010
      Account assistant new media training
      Jasculca • Terman & Associates
    • 2. Did you know…
      • 89% journalists cite blogs & use information from blogs in their news stories
      • 3. 52%of reporters now use Twitter as part of their jobs
      (study by Cision/GSPM)
      • 37%of journalists are required by their publications to maintain Twitter accounts (study by PRWeek)
      • 4. 65%of journalists use Facebook for their work
      (study by Cision/GSPM)
    • 5. Not everyone relies solely on social media
      84% believe social media to be less reliable
      Most journalists turn to public relations professionals for assistance in their primary research
      interviews
      access to sources/experts
      background information, etc.
      We have gone from consuming news through traditional media and  websites to having the news broadcast to us by our social network of friends.
      Social news is finding us.
      75% of news consumed online is through shared news from social networking or e-mail.
    • 6. Proper Pitching: Things to AVOID
      “Pimping out” your client news
      You can tweet about it,
      but don’t go overboard.
      i.e. Over-pimped:
      Instead, make itpersonable
      Some include “CLIENT” in tweets to disclose that they’re being paid to
      promote the client (per the FTC)
      i.e. Well-done:
      12pm: @maloriejanasek: “Don’t miss @ILMEC’s upcoming event THIS WKND! Food, fun 4 whole family: http://bit.ly”
      1:30pm: @maloriejanasek: “Did u hear about @ILMEC’s family night this Saturday? More info: http://bit.ly”
      2:15pm: @maloriejanasek: “COOL EVENT! @ILMEC is hosting a #fun night 4 all! #Food, #family & more! http://bit.ly”
      @maloriejanasek: “CLIENT/Check out the @ILMEC’s new photo album on Facebook. Great #event photos: http://bit.ly”
    • 7. Proper Pitching: Things to AVOID
      Straight out traditional pitching
      It’s impossible to use the same methods that were being used 10 years ago – things have changed!
      Use new tools to integrate video, photo and other relevant information for your client
      (i.e. *Pitch Engine – more in a few slides!)
      Avoid blasting reporters with press releases
      Reporters already receive A TON of email so they probably will not read yours
      Avoid sending information to people/reporters you don’t know or haven’t “connected” with yet
    • 8. STEP #1: Research
      If you have a reporter/journalist you want to pitch, start by learning more about the person.
      This is extremely important for building relationships
      Visit his/her media outlet’s website - read the bio
      Research to figure out their areas of interest
      Use Google to find out what his/her Twitter, Facebook and LinkedIn profiles are
      Find and closely read their blog – note any common themes or interests that may align with your pitch
      From your research, you may realize that a reporter isn’t
      really the right one to pitch your story to!
      Pitching Properly: What TO Do
      TIP: Search reporter NAME + SOCIAL PLATFORM (i.e. Facebook, Twitter) for direct results
    • 9. Pitching Properly: What TO Do
      TIP #2: CONNECT
      Establish relationships before pitching
      It is essential to reach out in some way before pitching, weeks in advance
      Follow on Twitter AND engage – simply following is not enough
      RT content, send @ messages
      Become a “fan” of his/her Facebook page
      Send a brief note on Facebook - not pitching a story, but sharing one of his/her posts that you like and asking to connect.
      This way, by the time you are ready to pitch the journalist, you’re already on his/her radar
    • 10. Pitching Properly: What TO Do
      TIP #2: CONNECT – continued
      Comment on a reporter’s blog posts
      Give feedback and share your own ideas on what they’ve written
      Connect with media types on Twitter
      Enter conversations where you can provide an expert
      Offer to write a blog post and save the reporter some time
    • 11. Pitching Properly: What TO Do
      TIP #3: LISTEN
      Be a good listener and pay attention to what journalists’ need
      Who is looking for a story or an idea? Connect with them!
      Journalists would rather be helped out than be pitched.
      Help A Reporter Out – use HARO
      An entirely free, online resource that connects sources and reporters
      Every day, it brings nearly 30,000 reporters and bloggers, over 100,000 news sources and small businesses together to tell their stories, promote their brands
    • 12. Pitching Properly: What TO Do
      Create a multi-dimensional media plan
      Don’t make your social media pitch plan the entire plan
      Use a variety of tools like press releases, article marketing sites, blogs and social networking sites to make a well-rounded plan
      ENGAGE >> talk with them, don’t talk AT them
      Soliciting a response requires…
      RESEARCH + CREATIVITY + STRATEGY
    • 13. Pitching Properly: What TO Do
      The Twitter pitch
      Direct Messages (DM) vs. @mentions?
      It varies – some journos and bloggers prefer DM, others @mentions
      If the reporter is following you back, go for the DM. It’s private.
      Since the reporter is following you, he/she is interested in what you have to say.
      Some reporters only follow PR folks they’ve establish relationships with
      First, get his/her attention through engagement
      Then, use @mentions to pitch your message
    • 14. Pitching Properly: What TO Do
      The Twitter pitch - @mention
      Assuming you’ve already been interacting with a reporter & you know your pitch is right up their alley…
      Begin by sending a tweet (not DM)
      Some journos feel an @mention is more appropriate than a direct message for “first contact”
      @ebolajourn: I loved your story on ebola. I think I’ve got a good resource for a followup article on ebola in the US. Can I send u info?
    • 15. Pitching Properly: What TO Do
      The Twitter pitch – Direct Message (DM)
      If a reporter follows you, you have the ability to send private, direct messages.
      Some prefer DMs over @mentions because he/she knows who they are speaking with regarding a story
      Remember, not everyone checks DMs as often as others, so it’s important to follow up another way
      D TribLocalPat: I loved your story on the Oak Park Festival. I think I’ve got a good resource for a followup article on other OP events. Can I send u info?
    • 16. Pitching Properly: What TO Do
      The Twitter pitch – Direct Message (DM)
      Use hashtags to stream pitches
      Create a custom one for your agency, client, etc.
      - @TJFWingspread
      Start outreach WEEKS in advance before you want a story from a reporter
      Participants of TJF Freshwater Summit announce their Call to Action 9/15 in DC – follow us 4 live updates! #wateractionhttp://bit.ly/cGHhk2
    • 17. Pitching Properly: What TO Do
      The Email pitch
      Avoid sending a press release
      Many journalists and bloggers prefer a short pitch so they can decide whether or not they want additional information
      Don’t send an attachment unless they’ve requested it
      Send an introductory e-mail, first
      Some say you should first ask for permission to send a pitch before sending the actual pitch
      The subject line is crucial – most important aspect
      Should be straightforward and compelling
    • 18. Pitching Properly: What TO Do
      The Email pitch – what should it say?
      Get to the point
      State your purpose in the first few sentences
      Highlight key words
      Add URL links
      Have a pre-made tweet in your email
      Keep it short, concise
      Leave out any unnecessary details
      Use natural language
      Keep the tone easy and light
    • 19. Pitching Properly: What TO Do
      The Email pitch – what should it say?
      Niche-focused, applicable content
      Must be relevant to who you are pitching
      Reporters and bloggers won’t read “general” pitches
      Personalize each pitch
      Tell the journo why your pitch is relevant to his/her blog and how it relates to past stories
      Make reference to a past story or blog post to highlight a connection
      Your pitch should answer a question or solve a problem that the journo’s audience is concerned with or interested in
      Don’t use: “I think your audience would love to know that...”
    • 20. Using Twitter as a tool
      Twitter is great for research
      Use Twitter lists
      Discover media outlets, journalists and bloggers
      Identify other influential audiences in your industry
      Build your own Twitter lists
      Create lists of reporters and publications in your industry
      Lead to discovery
      Help you keep up with the latest news and trends
      Learn which stories and issues are of high-interest to journalists
      In this era, part of the PR pro’s new job is to create, seed and cultivate content about clients in the social streams.
    • 21. Journalists and Media on Twitter
      BIO: A behind the scenes look at “Anderson Cooper 360°”
      written by Anderson Cooper and the show’s
      correspondents and producers.
      Vs.
      BIO: Covering all angles.
      CNN.com is among the world's leaders in online news and information delivery.
    • 22. Creating a Twitter List
      Click to add to list!
    • 23. Building media lists – Twitter Lists
      Use online resources and lists built by others
      The Huffington Post
      Niche-audiences and causes
      Energy
      Illinois Politics (2010 election for governor)
      Local news
      Chicago Sports
      Chicago People
      Chicago News
    • 24. Building media lists – Twitter Lists
      Mashable
      Politics & Causes
      Climate Change (WWF)
      NYT Environmental
      Civil & Human Rights
      Local news
      Chicago
      Chicago Tribune staff
      RedEye staff
      NBC Chicago staff
      Sign-in with your Twitter account & follow lists
    • 25. Building media lists – Twitter Lists
      Your JT supervisor wants you to…
      Build a media list of local news outlets in Columbus, Ohio.
      Google – search Columbus Ohio News
      Visit a news outlet’s website for Twitter link or Google further
      Check out Twitter page to see lists the news outlet is on
      Build your Columbus media list from there!
    • 26. Social Media News Release (SMNR)
      Image provided by
      Shift.com
    • 27. Pitch Engine
      Social Media Release (SMR) – a reinvention of the traditional press release
      • Pitch Engine is used by in-house PR pros, agency reps and other communication professionals
      • 28. Incorporate multi-media
      • 29. Shareable
      • 30. Broader audience reach
      Bloggers and journalists
      Investors and consumers
      Online influencers
    • 31. #journchat
      • #journchatis a hashtag used to congregate a weekly Twitter conversation between journalists, bloggers and PR professionals
      • 32. Created and moderated by Sarah Evans (@prsarahevans)
    • Online tools for PR Professionals
      TweetChat
      Live Twitter chats are becoming increasingly popular
      Allows for a condensed period of conversation
      Can be moderated or led to achieve the best results
      Allows you to follow a subject or hashtag
      Makes it easy to participate
      PR Value: Allows for real-time observation and participation in conversations that might be of interest to your clients / brands.
    • 33. Online tools for PR Professionals
      Addictomatic
      An 'at-a-glance' dashboard looking at
      mentions across the major social platforms
      Blogs, Twitter, Digg, YouTube, Flickr, etc.
      PR Value:Great way to stay on top of brand / campaign mentions at any point in the day. Tip: Set up several searches, save them in “favorites” and check in 2-3 times a day.
    • 34. Online tools for PR Professionals
      HootSuite
      Easiest way to manage multiple social media accounts
      Add Facebook, Twitter, LinkedIn, Foursquare, Blog, etc.
      Allows for the scheduling of posts
      JT New Media team uses!
      PR Value: Great for managing campaigns on a small / mid-sized scale. Also great for staying current with the latest industry news and developments
    • 35. Online tools for PR Professionals
      HootSuite
      Easiest way to manage multiple social media accounts
      Add Facebook, Twitter, LinkedIn, Foursquare, Blog, etc.
      Allows for the scheduling of posts
      JT New Media team uses!
      PR Value: Great for managing campaigns on a small / mid-sized scale. Also great for staying current with the latest industry news and developments
    • 36. HOW TO: Build a Listening Dashboard
      Dashboard Tools
      NetVibes
      iGoogle
      Listening Tools
      Google Alerts
      Twitter Search
      socialmention
      IceRocket
    • 37. Thank You
      Questions?