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Social media and the evolving media landscape <br />June 21, 2011<br />
What we will cover<br />
Now that we are in the 21st century and the Age of Information, a school district needs a communications professional to m...
THE EVOLUTION OF MEDIA RELATIONS<br />
You need to know where to reach journalists.<br />They need to know where to reach you.<br />
Journalists’ Sources<br />89% said they turn to blogs for story research<br />65% to social media sites such as Facebook a...
Tools of the trade<br />
facebook<br />
linkedin<br />
Youtube<br />
blogs<br />
twitter<br />
2010<br />                                       <br />
That’s great, but how do we use them?<br />
Do your research<br />Understand your audience<br />What do they need?<br />Where are they?<br />Engage, interact, contrib...
Form a relationship<br />Find out what they want<br />Keep it concise<br />Don’t use Twitter solely to pitch<br />Don’t sp...
Doing it right<br />
DO self-identify<br />DO post meaningful, respectful comments<br />DO reply in a timely manner<br />DO share success stori...
DON’T pitch without doing your research first<br />DON’T post anything you wouldn’t feel comfortable having a journalist r...
What makes a winning social media program?<br />Integrates with other efforts – PR, advertising, etc. – to create a “sum g...
Molly Ingham, Allison & Partners<br />molly@allisonpr.com<br />480-776-6411<br />@mollyi<br />
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ASPRA Presentation - Allison & Partners

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  • Where Do Stories Come From? A national survey, conducted by George Washington University, found that an overwhelming majority of reporters and editors now depend on social media sources when researching their stories. The groups placing the highest levels of importance on social media for reporting and producing stories were journalists who spend most of their professional time writing for Websites . Those at Newspapers  and Magazines  reported this less often. Journalists who spend most of their professional time writing for Websites (69%) reported this the most often, and significantly more so than those at Magazines (48%)Heidi Sullivan, Vice President of Research for Cision, says &quot;Mainstream media have hit a tipping point in their reliance on social media for their research and reporting...however... it is not replacing editors&apos; and reporters&apos; reliance on primary sources, fact-checking and other traditional best practices in journalism.&quot; As such, important to make sure you’re represented on these, familiar with and that all of the information is accurate (should be googling your school to see the results, checking it’s wikipedia page, etc)
  • How familiar are those of you in the room with these tools?
  • Muck Rack provides information and insight into journalists on twitter, what they’re saying and what topics are in the “news.” Muck Rack makes it easy to follow real time reporting.  Also offers a daily e-newsletter of top news topics of the day and top media tweets
  • Once you’ve identified the right people to follow, it’s all about the RELATIONSHIP People do business with people they like. Don&apos;t be a robot. Tell, don’t sell. Pitch like you’re telling your story to some friends over a glass of wine. Be conversational.Building relationships helps build more relationships. It also increases the perception of value and builds loyalty. Blending #PR &amp; #SM is about understanding markets, assessing the needs of people, where they are &amp; how to reach them.
  • Many journalists are open to being pitched through Twitter because it forces PR pros to get to the point quickly – in 140 characters or lessIt’s easy for PR people to learn what a journalist is interested in writing about if they follow them – and pay attentionIt’s a bad idea for your first interaction with a journalist to be a direct message (DM) pitch – especially if it’s off-topicShow appreciation and acknowledge that you’re following the journalist’s tweets
  • Stay up-to-date, follow journalists and monitor the convoDon’t just pitch, engage with them first and on other topics, and build the relationshipKnow your friendlies, go-to for storiesCan also use for event pitching/promoting and follow up – way to break through email clutter
  • Transcript of "ASPRA Presentation - Allison & Partners"

    1. 1. Social media and the evolving media landscape <br />June 21, 2011<br />
    2. 2. What we will cover<br />
    3. 3. Now that we are in the 21st century and the Age of Information, a school district needs a communications professional to manage communication strategies that are proactive for a school district, instead of reactive. School districts must make a choice to be an active player in their community, not a passive one of the past... <br /> - Marsha Chappelow, Ph.D. <br />
    4. 4. THE EVOLUTION OF MEDIA RELATIONS<br />
    5. 5. You need to know where to reach journalists.<br />They need to know where to reach you.<br />
    6. 6. Journalists’ Sources<br />89% said they turn to blogs for story research<br />65% to social media sites such as Facebook and LinkedIn<br />52% to microblogging services such as Twitter<br />The survey also found that 61% use Wikipedia <br />
    7. 7.
    8. 8. Tools of the trade<br />
    9. 9. facebook<br />
    10. 10. linkedin<br />
    11. 11. Youtube<br />
    12. 12. blogs<br />
    13. 13. twitter<br />
    14. 14. 2010<br />                                       <br />
    15. 15. That’s great, but how do we use them?<br />
    16. 16. Do your research<br />Understand your audience<br />What do they need?<br />Where are they?<br />Engage, interact, contribute, communicate<br />Be transparent and open<br /><ul><li>Social media policy/guidelines</li></ul>Build a community<br />It’s all about relationships<br />
    17. 17. Form a relationship<br />Find out what they want<br />Keep it concise<br />Don’t use Twitter solely to pitch<br />Don’t spam<br />Get better results by making your story ideas brief and focused<br />the twitter pitch, or “twitpitch”<br />
    18. 18. Doing it right<br />
    19. 19.
    20. 20. DO self-identify<br />DO post meaningful, respectful comments<br />DO reply in a timely manner<br />DO share success stories<br />DO share your knowledge and expertise<br />DO engage with media, pitch story ideas<br />The dos…<br />
    21. 21. DON’T pitch without doing your research first<br />DON’T post anything you wouldn’t feel comfortable having a journalist read/use<br />DON’T forget that once it’s posted, it stays on the Internet forever<br />When in doubt, JUST DON’T!<br />The don’ts…<br />
    22. 22. What makes a winning social media program?<br />Integrates with other efforts – PR, advertising, etc. – to create a “sum greater than its parts”<br />Provides actionable customer data<br />Engages new customers or builds stronger bonds with existing ones <br />Drives sales or other business results<br />Strengthens the brand in a measurable way<br />
    23. 23. Molly Ingham, Allison & Partners<br />molly@allisonpr.com<br />480-776-6411<br />@mollyi<br />

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