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 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.


  • 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
    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:”
    1:30pm: @maloriejanasek: “Did u hear about @ILMEC’s family night this Saturday? More info:”
    2:15pm: @maloriejanasek: “COOL EVENT! @ILMEC is hosting a #fun night 4 all! #Food, #family & more!”
    @maloriejanasek: “CLIENT/Check out the @ILMEC’s new photo album on Facebook. Great #event photos:”
  • 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
    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…
  • 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! #wateraction
  • 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.
    BIO: Covering all angles. 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
    Illinois Politics (2010 election for governor)
    Local news
    Chicago Sports
    Chicago People
    Chicago News
  • 24. Building media lists – Twitter Lists
    Politics & Causes
    Climate Change (WWF)
    NYT Environmental
    Civil & Human Rights
    Local news
    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
  • 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
    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
    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
    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
    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
    Listening Tools
    Google Alerts
    Twitter Search
  • 37. Thank You