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Using Social Media to Reach Reporters
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Using Social Media to Reach Reporters

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Presentation for Lutheran Social Services of IL

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  • Introduction Presenters Expertise Nora Ferrell Expertise Demetrio Maguigad
  • Survey the Room Where do you read your news? - Diana
  • Shifting Media Landscape Why Social Media How are Journalists Using Social Media Why Social Media is simply another tool, not a replacement for other forms of communications or news
  • Introduce the idea why people need to reach reporters online – Refer to the study done… We will look at what you need to know about Journalists online, how they are using the tools and the best tips for you to make the connections, build a relationship and pitch your story.
  • According to the recent Survey of the Media in the Wired World, conducted by the Society of New Communications Research and Middleberg Communications – Although they rely more on social media and mobile technology then ever before, they are using it in ways that are both obvious and in some ways not so obvious.
  • According to the recent Survey of the Media in the Wired World, conducted by the Society of New Communications Research and Middleberg Communications.
  • First, Be Online - Demetrio Develop your online social presence Have a blog Promote your message through your online presence – it’s brilliant because there’s no middle man on your own website!
  • Craft your Communications Plan - Demetrio What do you want to happen if you’re successful? Incorporate a social media policy and social media strategy in your communications work. Understand your audience and have set measurable goals.
  • Craft your message and story - Demetrio Know what is newsworthy Know what you want to say
  • Know who you want to pitch, Where their stories and published or broadcast And what audiences they reach Start with a small list of people
  • Monitor both Online and On the Ground - Read reporters’ stories Follow what they are posting and sharing
  • Phase 2
  • Why are hash tags important for rolling out an online press release?
  • Why are hash tags important for rolling out an online press release?
  • Why are hash tags important for rolling out an online press release?
  • Why are hash tags important for rolling out an online press release?
  • Why are hash tags important for rolling out an online press release?
  • Understanding the types of stories they are writing about.
  • Personalize your pitch Build a relationship (protracted) Tell them what you want
  • According to the recent Survey of the Media in the Wired World, conducted by the Society of New Communications Researcha nd Middleberg Communications
  • Personalize your pitch Build a relationship (protracted) Tell them what you want
  • Ensure content is online to share Social media helps drive traffic (including media) back to your information and your message
  • What is Search Engine Optimization? Why is it important?
  • Phase 2
  • Phase 2
  • Introduction Presenters Expertise Nora Ferrell Expertise Demetrio Maguigad

Transcript

  • 1. using social mediato reach reporters Diana Pando & Marissa Wasseluk
  • 2. Who We Are• A nonprofit organization dedicated to helping nonprofits get their stories out to the media and beyond
  • 3. What We DoCommunications Coaching &Consulting – Workshops on strategy, storytelling, social media
  • 4. Media Guide
  • 5. LEARNING OBJECTIVESI. How to find and build relationships with reporters onlineII. Tips on writing your releases for Search Engine OptimizationIII. How to distribute your release onlineIV. Understand elements of an online outreach plan
  • 6. Building Relationships With Reporters Online
  • 7. Where do you read your news?
  • 8. theshiftingmedialandscape
  • 9. reaching reporters online…
  • 10. By the numbers68% of journalists agree that reliance on social media has increased69% use mobile phones to assist in their reporting
  • 11. Top 3 reasons reporters use social networks:Participate in conversationsSearch individuals and organizationsMonitor sentiments or discussions
  • 12. 1. Be online
  • 13. 2. craft your communications plan
  • 14. 3. craft your message & story
  • 15. 4. create a contact list
  • 16. Quick Ideas On Compiling An Online Media List• Getting On Air, Online and Into Print 2013 Edition• Twellow.com• Muckrack.com• JustTweetit.com
  • 17. 5. listen and monitor online and on-the-ground
  • 18. Where Are Journalists Online?• Facebook• Twitter• Blogs• LinkedIn
  • 19. Keywords• Always use appropriate and relevant tags and keywords to a post or page. – Find your keywords!
  • 20. Keywords• Write down three common words you would use when searching for something you’re interested in online OR• Write down three words you want your brand to be associated with online
  • 21. Keywords
  • 22. What’s a Hashtag?• Hashtags are keywords made into hotlinks by adding “#”
  • 23. Using Twitter to Reach Reporters Listen & monitor Find your influencers - create lists Follow & share
  • 24. Retweet/ Retweet/ Screen names Screen namesModified tweetModified tweet Hashtags Hashtags Shortened Shortened URL URL
  • 25. Using Facebook to Reach Reporters Listen & engage Find your influencers - create interest listsPost updates with URLs to click-thru
  • 26. Relationships with Reporters Require:• Reading their articles• Commenting on their articles• Sharing links to their articles• Letting them know you shared it others• Being a media resource for any follow up articles
  • 27. 6. personalize your pitch
  • 28. By the numbers53% of journalists still prefer to be contacted by email34% prefer phone11% prefer in-person meeting
  • 29. Pitching Still Requires A Phone Call or Email
  • 30. Think Through Your Pitch• Hi, I’m ________ and I’m calling with __________(org) to tell you about a story idea. Do you have a second to talk?• Here’s what’s going on: (one sentence summary)• The reason this is important/different now is: (timeliness/impact)• I also have a (VISUAL?) or (HUMAN INTEREST?) that you might be interested in.• Does this sound like something you’d be interested in?• Can I send you some follow up information? Via email?
  • 31. 7. follow up and follow through
  • 32. 8. ensure content is online to share
  • 33. Elements of an Online Press Room• Contact information• Press Release• Fact Sheets• Photos / Video / Audio Clips• Logos• List of experts• Past media clips• Link to calendar of events
  • 34. Online Press Room #1
  • 35. Online News Room #2
  • 36. Online Press Room #3
  • 37. Part Two: Search Engine Optimization and Press Releases
  • 38. REGULAR PRESS RELEASE
  • 39. EXAMPLE OF OPTIMIZED ONLINE PRESS RELEASE
  • 40. ANATOMY OF AN OPTIMIZED ONLINE POST Title //Header Title Header Lead Lead Share ShareButtonsButtons
  • 41. SEO Best Practices• Create content consistently• Use keywords• Keep your site and content organized• Be social and share your content
  • 42. Distributing Your Press Release Online
  • 43. Free Press Release Distribution Sites• Pitchengine.com• http://www.free-press-release.com/• OpenPr.com• http://www.24-7pressrelease.com/• Onlinepressrelease.com
  • 44. Paid Press Release Distribution Sites• PRLeap.com• PRWeb.com• PRNewswire.com
  • 45. Skeleton of an Online Outreach Plan• Audience• Goal• Social Media• Capacity & Resources• Marketing
  • 46. Audience
  • 47. Goal
  • 48. Social Media
  • 49. Capacity & Resources
  • 50. Marketing
  • 51. Your Communications Tool Box• Online Communications Worksheet• Pitching Reporters Worksheet
  • 52. Q&A
  • 53. using social media to reach reportersDiana PandoFollow on Twitter @dianapandodiana@newstips.orgMarissa WasselukFollow on Twitter @marissa@newstips.org@npcommunicatorwww.communitymediaworkshop.org