Social Media from the Media
for the Media
Natalie Wardel Janelle Hanson
@nataliewardel @JanelleKSL
WORKING WITH THE MEDIA
How do I work with media to get coverage for a story?
Media
need
PIOs
PIOs
Need
Media
What is the Assignment Desk?
What Does the Assignment Desk Do?
Monitors police scanner traffic
Filter news tips
• Email
• Phone
• Social media
Coordina...
What does the media need during news?
Breaking news
• What happened
• To whom it happened to
• When it happened
• Where it...
Multi-platform news
TV: Visual aspects,
Interviews,
Photos
Radio: Instant,
live
Print: Photos,
longer, in-depth
stories
We...
Questions to answer when pitching pre-planned stories to media
Does your press
release contain all
necessary
information?
...
BECOMING YOUR OWN MEDIA
NETWORK BY USING SOCIAL MEDIA
Why use social media at all?
• First: community outreach, public information, response and relationship
building.
• Second...
The media can’t cover every story. Tell your residents what you are doing
and what is happening without waiting for the me...
Do’s and Don’ts of your social voice
Do’s
• Publish up-to-date
information
• Interact and answer
questions
• Remember you’...
Learn how to use social media now, so that when high profile events
happen, you have a strategy in place
What to send:
Adv...
There are 1,640,000 Facebook users in Utah.
• Second largest
website in the world.
The biggest audience
in social media
• ...
Public agencies can have a
page where they post
news, updates, etc.
Answer questions from public
Post documents, links, et...
Twitter users are your vocal, word of mouth audience
• Stream of links, photos
and text
• Where news breaks and
people tal...
Twitter and News
• Tweet accurate info that can go
straight to air
• Tweeting updates will save us and
you time
• Tweet pi...
Provo Police effectively
used Twitter to
communicate with media
Up to date information over two-day
period.
Provided tips ...
Herriman communicated
with public in search for
missing child
Provided photos that people and
media could use
Asked for vo...
SOCIAL MEDIA TOOLS
Find something that fits your needs in the office and on the go
Find an app that you are comfortable with before breaking news happens
Download this
Facebook pages
And one of these
Nativ...
Facebook Pages
• App designed by
Facebook to edit pages
(not profiles)
• Will ensure that your
status update is posted in
...
Twitter app
• Can switch to multiple
Twitter accounts
• Access Twitter search
• Edit and access Twitter
lists
• Works on p...
Hootsuite
• Can post to Twitter and
Facebook at the same
time
• Pro account: Multiple
users and members of
teams
• Schedul...
Buffer
• Simple app. Can post to
Twitter, Facebook,
LinkedIn, etc
• Easily schedule tweets or
publish them
• Works on phon...
OUT OF THE BOX EXAMPLES
If you are feeling more adventurous
Case study: Seattle Police
Department
Tell the story of covering the police
beat while connecting with an
audience
Most of...
Out of the Box use of
social media
#operationorangefingers
To raise awareness about the new
legalized marijuana regulation...
But aren’t they police?
"For us, the big idea isn't that we want
to entertain people—we want to
engage people," says Sgt. ...
With great power comes
great responsibility
Denver Police sent a tweet that led to
a confusing evaluation of journalism
th...
TWITTER HOW TO
Twitter terms
• Hashtag: Search team. Dialing into a specific conversation about a specific
topic.
• Username: The name yo...
Only people following
@GraniteSchools and
@MrMixPixLix will see this on
their timeline.
Because this has a character in
fr...
Hashtag: #utpio13
Hashtag lets you dial into a
conversation. Eliminates static and
noise.
Set a hashtag early on in event ...
QUESTIONS?
NWARDEL@KSL.COM
Thank you!
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Social Media for Public Information Officers

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Presentation given by Natalie Wardel and Janelle Hanson at the Utah PIO Conference in Sept. 2013. How to Pitch Media, public relations tips, and social media tools to use as well as some ideas and best practices for police officers, state agencies, etc.

Published in: Technology, News & Politics
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Social Media for Public Information Officers

  1. 1. Social Media from the Media for the Media Natalie Wardel Janelle Hanson @nataliewardel @JanelleKSL
  2. 2. WORKING WITH THE MEDIA
  3. 3. How do I work with media to get coverage for a story? Media need PIOs PIOs Need Media
  4. 4. What is the Assignment Desk?
  5. 5. What Does the Assignment Desk Do? Monitors police scanner traffic Filter news tips • Email • Phone • Social media Coordinate content Allocates newsroom resources • Where reporters and photographers will be assigned
  6. 6. What does the media need during news? Breaking news • What happened • To whom it happened to • When it happened • Where it happened • How it happened • And any more details you know Feature stories • A “first” • Unusual, Quirky, Unique and Compelling • Kids and Animals • Celebrities • Human Interest stories • Trends
  7. 7. Multi-platform news TV: Visual aspects, Interviews, Photos Radio: Instant, live Print: Photos, longer, in-depth stories Web: Video, photos for gallery
  8. 8. Questions to answer when pitching pre-planned stories to media Does your press release contain all necessary information? No seriously. • Does your press release contain ALL necessary information? Who is your audience? Is it exclusive to one station or medium? Anticipate questions
  9. 9. BECOMING YOUR OWN MEDIA NETWORK BY USING SOCIAL MEDIA
  10. 10. Why use social media at all? • First: community outreach, public information, response and relationship building. • Second: “monitoring,” crime prevention and tracking.
  11. 11. The media can’t cover every story. Tell your residents what you are doing and what is happening without waiting for the media. “Social Media” is an umbrella term for any place where people congregate online. Find out where your people are.
  12. 12. Do’s and Don’ts of your social voice Do’s • Publish up-to-date information • Interact and answer questions • Remember you’re on the record • Have a schedule of who’s “on” to post Don’ts • Post incorrect or incomplete information • Rant, moan or complain • Go silent • Ignore questions
  13. 13. Learn how to use social media now, so that when high profile events happen, you have a strategy in place What to send: Advise media and others about what is happening. Correct misinformation Go beyond broadcasting to also listening. Be human.
  14. 14. There are 1,640,000 Facebook users in Utah. • Second largest website in the world. The biggest audience in social media • Content goes viral quickly with a “share” or “like” • Analytics show you who you are reaching in almost real-time
  15. 15. Public agencies can have a page where they post news, updates, etc. Answer questions from public Post documents, links, etc. Post pictures Orem: Shows personality Updates almost daily
  16. 16. Twitter users are your vocal, word of mouth audience • Stream of links, photos and text • Where news breaks and people talk about it • PIOs can respond to conversation in real- time
  17. 17. Twitter and News • Tweet accurate info that can go straight to air • Tweeting updates will save us and you time • Tweet pictures we can use • Tweet links to full stories • Even if you don’t have a lot of info, Tweet what you do know.
  18. 18. Provo Police effectively used Twitter to communicate with media Up to date information over two-day period. Provided tips for accessing staging location. Tweeted photo we could use.
  19. 19. Herriman communicated with public in search for missing child Provided photos that people and media could use Asked for volunteers Provided updates to residents Consistently provided information Reputation of use of social media in the past let to @BeReadyHerriman to have a receptive audience.
  20. 20. SOCIAL MEDIA TOOLS Find something that fits your needs in the office and on the go
  21. 21. Find an app that you are comfortable with before breaking news happens Download this Facebook pages And one of these Native Twitter app Hootsuite Buffer
  22. 22. Facebook Pages • App designed by Facebook to edit pages (not profiles) • Will ensure that your status update is posted in the right location • Sends you push notifications when you receive a message • Allows you to upload pictures on the go • iPad app also available
  23. 23. Twitter app • Can switch to multiple Twitter accounts • Access Twitter search • Edit and access Twitter lists • Works on phone, tablet and online
  24. 24. Hootsuite • Can post to Twitter and Facebook at the same time • Pro account: Multiple users and members of teams • Schedule posts • Follow hashtags and lists • Track stats and data on links • iPad app, Desktop version and Chrome plug in
  25. 25. Buffer • Simple app. Can post to Twitter, Facebook, LinkedIn, etc • Easily schedule tweets or publish them • Works on phone and online • CANNOT: See mentions, follow lists, etc. • NOT GOOD FOR BREAKING NEWS
  26. 26. OUT OF THE BOX EXAMPLES If you are feeling more adventurous
  27. 27. Case study: Seattle Police Department Tell the story of covering the police beat while connecting with an audience Most of their tweets are replies – answering questions and informing public Over 45,000 followers on Twitter, and a popular blog on seattle.gov
  28. 28. Out of the Box use of social media #operationorangefingers To raise awareness about the new legalized marijuana regulations, Seattle Police handed out 1,000 bags of Doritos at Hempfest. The Doritos all had a sticker describing the new law and regulations They attracted national media attention and pointed people to a blog post that had more information
  29. 29. But aren’t they police? "For us, the big idea isn't that we want to entertain people—we want to engage people," says Sgt. Sean Whitcomb, SPD public affairs director. "There are going to be situations where it's crucial to get public-safety information out quickly, and we believe we've built an audience where we can do that effectively. People come to us because they find us engaging. But when it starts to get real, they know that we're going to be on it."
  30. 30. With great power comes great responsibility Denver Police sent a tweet that led to a confusing evaluation of journalism that in the end made no sense. Lesson: It’s OK to be frustrated with media coverage, life, etc. but think twice before venting it out on social media Success: Denver Police host an Ask Me Anything (AMA) on Reddit and answers tough questions on marijuana legislation, SWAT use, etc.
  31. 31. TWITTER HOW TO
  32. 32. Twitter terms • Hashtag: Search team. Dialing into a specific conversation about a specific topic. • Username: The name you are known by on Twitter. If someone puts an @ in front of your username, they can send you a public message, i.e. @username. • @mention: Responding to someone on Twitter or starting a conversation. • Retweet – Resending another user’s tweet by using the retweet button or adding “RT” in front of their tweet. (MT = modified retweet, usually edited for characters) • Favorite: “star” tweets to remember them and find them later. • Direct Message: a private message on Twitter. Can only be sent to someone you are following who is following you back.
  33. 33. Only people following @GraniteSchools and @MrMixPixLix will see this on their timeline. Because this has a character in front of it (“), it will be visible to everyone. The difference between @replies and retweets Another good resource: www.momthisishowtwitterworks.com/
  34. 34. Hashtag: #utpio13 Hashtag lets you dial into a conversation. Eliminates static and noise. Set a hashtag early on in event or incident and tweet it out.
  35. 35. QUESTIONS? NWARDEL@KSL.COM Thank you!
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