using social mediato reach reporters       Diana Pando & Marissa Wasseluk
Who We Are• A nonprofit organization dedicated  to helping nonprofits get their stories  out to the media and beyond
What We DoCommunications Coaching &Consulting  – Workshops on strategy, storytelling, social    media
Media Guide
LEARNING OBJECTIVESI.    How to find and build relationships with reporters onlineII.   Tips on writing your releases for ...
Building Relationships With     Reporters Online
Where do you read your news?
theshiftingmedialandscape
reaching reporters online…
By the numbers68% of journalists agree that reliance on social media has increased69% use mobile phones to assist in their...
Top 3 reasons reporters use social networks:Participate in conversationsSearch individuals and organizationsMonitor sentim...
1. Be online
2. craft your communications plan
3. craft your message & story
4. create a contact list
Quick Ideas On Compiling An Online                Media List•   Getting On Air, Online and Into Print 2013 Edition•   Twel...
5. listen and monitor online and on-the-ground
Where Are Journalists Online?•   Facebook•   Twitter•   Blogs•   LinkedIn
Keywords• Always use appropriate and relevant tags and  keywords to a post or page.  – Find your keywords!
Keywords• Write down three common words you would  use when searching for something you’re  interested in online          ...
Keywords
What’s a Hashtag?• Hashtags are keywords made into hotlinks by  adding “#”
Using Twitter to Reach Reporters     Listen & monitor    Find your influencers        - create lists       Follow & share
Retweet/   Retweet/            Screen names                        Screen namesModified tweetModified tweet Hashtags  Hash...
Using Facebook to Reach         Reporters    Listen & engage  Find your influencers  - create interest listsPost updates w...
Relationships with Reporters Require:•   Reading their articles•   Commenting on their articles•   Sharing links to their ...
6. personalize your pitch
By the numbers53% of journalists still prefer to be contacted by email34% prefer phone11% prefer in-person meeting
Pitching Still Requires A Phone Call               or Email
Think Through Your Pitch•   Hi, I’m ________ and I’m calling with __________(org) to tell you about a    story idea. Do yo...
7. follow up and follow through
8. ensure content is online to share
Elements of an Online Press Room•   Contact information•   Press Release•   Fact Sheets•   Photos / Video / Audio Clips•  ...
Online Press Room #1
Online News Room #2
Online Press Room #3
Part Two: Search Engine Optimization         and Press Releases
REGULAR PRESS RELEASE
EXAMPLE OF OPTIMIZED ONLINE      PRESS RELEASE
ANATOMY OF AN OPTIMIZED       ONLINE POST                   Title //Header                    Title Header          Lead  ...
SEO Best Practices•   Create content consistently•   Use keywords•   Keep your site and content organized•   Be social and...
Distributing Your Press Release Online
Free Press Release Distribution                 Sites•   Pitchengine.com•   http://www.free-press-release.com/•   OpenPr.c...
Paid Press Release Distribution Sites• PRLeap.com• PRWeb.com• PRNewswire.com
Skeleton of an Online              Outreach Plan•   Audience•   Goal•   Social Media•   Capacity & Resources•   Marketing
Audience
Goal
Social Media
Capacity & Resources
Marketing
Your Communications Tool Box• Online Communications Worksheet• Pitching Reporters Worksheet
Q&A
using social media to reach reportersDiana PandoFollow on Twitter @dianapandodiana@newstips.orgMarissa WasselukFollow on T...
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Using Social Media to Reach Reporters

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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
  • Using Social Media to Reach Reporters

    1. 1. using social mediato reach reporters Diana Pando & Marissa Wasseluk
    2. 2. Who We Are• A nonprofit organization dedicated to helping nonprofits get their stories out to the media and beyond
    3. 3. What We DoCommunications Coaching &Consulting – Workshops on strategy, storytelling, social media
    4. 4. Media Guide
    5. 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. 6. Building Relationships With Reporters Online
    7. 7. Where do you read your news?
    8. 8. theshiftingmedialandscape
    9. 9. reaching reporters online…
    10. 10. By the numbers68% of journalists agree that reliance on social media has increased69% use mobile phones to assist in their reporting
    11. 11. Top 3 reasons reporters use social networks:Participate in conversationsSearch individuals and organizationsMonitor sentiments or discussions
    12. 12. 1. Be online
    13. 13. 2. craft your communications plan
    14. 14. 3. craft your message & story
    15. 15. 4. create a contact list
    16. 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. 17. 5. listen and monitor online and on-the-ground
    18. 18. Where Are Journalists Online?• Facebook• Twitter• Blogs• LinkedIn
    19. 19. Keywords• Always use appropriate and relevant tags and keywords to a post or page. – Find your keywords!
    20. 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. 21. Keywords
    22. 22. What’s a Hashtag?• Hashtags are keywords made into hotlinks by adding “#”
    23. 23. Using Twitter to Reach Reporters Listen & monitor Find your influencers - create lists Follow & share
    24. 24. Retweet/ Retweet/ Screen names Screen namesModified tweetModified tweet Hashtags Hashtags Shortened Shortened URL URL
    25. 25. Using Facebook to Reach Reporters Listen & engage Find your influencers - create interest listsPost updates with URLs to click-thru
    26. 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. 27. 6. personalize your pitch
    28. 28. By the numbers53% of journalists still prefer to be contacted by email34% prefer phone11% prefer in-person meeting
    29. 29. Pitching Still Requires A Phone Call or Email
    30. 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. 31. 7. follow up and follow through
    32. 32. 8. ensure content is online to share
    33. 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. 34. Online Press Room #1
    35. 35. Online News Room #2
    36. 36. Online Press Room #3
    37. 37. Part Two: Search Engine Optimization and Press Releases
    38. 38. REGULAR PRESS RELEASE
    39. 39. EXAMPLE OF OPTIMIZED ONLINE PRESS RELEASE
    40. 40. ANATOMY OF AN OPTIMIZED ONLINE POST Title //Header Title Header Lead Lead Share ShareButtonsButtons
    41. 41. SEO Best Practices• Create content consistently• Use keywords• Keep your site and content organized• Be social and share your content
    42. 42. Distributing Your Press Release Online
    43. 43. Free Press Release Distribution Sites• Pitchengine.com• http://www.free-press-release.com/• OpenPr.com• http://www.24-7pressrelease.com/• Onlinepressrelease.com
    44. 44. Paid Press Release Distribution Sites• PRLeap.com• PRWeb.com• PRNewswire.com
    45. 45. Skeleton of an Online Outreach Plan• Audience• Goal• Social Media• Capacity & Resources• Marketing
    46. 46. Audience
    47. 47. Goal
    48. 48. Social Media
    49. 49. Capacity & Resources
    50. 50. Marketing
    51. 51. Your Communications Tool Box• Online Communications Worksheet• Pitching Reporters Worksheet
    52. 52. Q&A
    53. 53. using social media to reach reportersDiana PandoFollow on Twitter @dianapandodiana@newstips.orgMarissa WasselukFollow on Twitter @marissa@newstips.org@npcommunicatorwww.communitymediaworkshop.org

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