How to Use Social Media for Media Relations
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Social media can be an excellent tool to help you build relationships with reporters, which can ultimately help you score positive media coverage for your brand. In this presentation, I cover how social media can help you find the right reporters, learn more about them and what they cover and use this information to build a relationship with them.
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How to Use Social Media for Media Relations
- 1. Using Social Media for Media Relations Laura Click Blue Kite Marketing @lauraclick
- 2. What is media relations anyway?
- 3. Media relations is… Working with the media to provide credible information about your brand to encourage positive news coverage
- 4. Can social media help?
- 5. Yes, social media can help you get media coverage. Here’s how.
- 6. Find the right reporters
- 7. This was the old way
- 8. But, now we have online tools
- 13. Gain intelligence on reporters (research)
- 14. What you can learn • Read their blog / articles to see what they write about • See what they’re sharing on social networks • Discover their hobbies & interests • Find mutual connections
- 16. Monitoring tools Twitter advanced search
- 17. Build relationships with reporters & influencers
- 18. But what does that MEAN?
- 19. “It's a wise idea for PR professionals to use social media not only to pitch stories or angles, but also to join the conversation on stories and build a relationship. I think a lot of PR professionals miss an opportunity to become recognized by reporters. I hope it doesn't sound callous, but the more I know you, the more inclined I am to pay attention to your Josh DeVine Tweets, mentions and DMs.” Reporter, WSMV @WSMVJoshDeVine
- 20. “Relationships with media is just that - RELATIONSHIPS. Social media makes it easier to develop those relationships and stay top-of-mind. But the tools should not be used to pitch a story. Rather to begin the relationship. You still have to use traditional methods to build on it.” Gini Dietrich CEO, Arment Dietrich @GiniDietrich
- 21. “Don't forget to read journo's blogs and content. Reference these works in a tweet as an intro and slowly create relationship based on what the journo is covering. Retweet and share their posts, too. When a two-way link is established, don't pitch outright; patiently build the opportunity for a story pitch on a gradual basis.” Jayme Soulati President, Soulati Media @Soulati
- 22. How do you do this? • Join conversations • Comment on articles and blog posts • Share their content on social networks • Talk about your shared interests • Share useful information or news tips
- 24. Build an online newsroom • Package content into a comprehensive story – Images – Video – Blog posts / releases – Data – Sources – Quotes @lauraclick
- 27. DO • Encourage your fans / followers to spread the word about your news • Make it easy for reporters to find and share your content • Send tips and story ideas – but ONLY if you’ve developed relationships first
- 28. Don’t • Just share press releases • Blindly pitch reporters • Spam reporters • Send information that’s not relevant to what they cover
- 29. You can do it!
- 30. Any questions?
- 31. Laura Click Founder & CEO - Blue Kite Marketing www.flybluekite.com Connect with me! Email: laura@flybluekite.com Twitter: http://twitter.com/lauraclick Facebook: http://facebook.com/flybluekite LinkedIn: http://linkedin.com/in/lauraclick @lauraclick
Editor's Notes
- That all sounds pretty good, right?
- Whether it be journalists, bloggers or experts within your niche, social media offers unprecedented access and insight into key influencers. And oftentimes, you’ll find these folks are far more accessible through social media than any other channel.
- That all sounds pretty good, right?
- That all sounds pretty good, right?
- Before pitching your brand’s story to a reporter, wouldn’t it help to know more about the reporter and what he or she writes about?Before social media, that mostly meant reading all of their articles. But now, social media allows you to go even deeper with your research to develop a better understanding of the reporter, blogger or influencer.
- One of the most important aspects of media relations in general is monitoring the conversations about your brand, your industry and your competitors. Social media allows you to do that in real time. This opens up the opportunity to jump into conversations that are relevant to your brand.
- This is a great way to stay on top of what’s being said about your brand, your industry and your community. This also helps you find opportunities to jump in and educate people when the time is right.
- Social media offers the incredible opportunity to build relationships to reporters, bloggers and influencers. Instead of going to networking events or taking reporters to lunch, you can now get to know these individuals right from your desk. Why is this important? Reporters want to deal with people they already know, like and trust.
- That all sounds pretty good, right?
- Social media does offer the ability to amplify your content and get it into the hands of more people. But, there is a reason why this is last point on the list. Although this can be important and incredibly useful, sharing your content on social channels is the easiest thing to do and what people tend to do first. I would argue that spending time doing the other three things first is far more valuable. That way, when you get to the point of promoting your content, you won’t really need to.