Reaching Reporters Through the Cloud: Harnessing Social Media to Get Your Stories Covered

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Nedra Kline Weinreich
Weinreich Communications

Preventing Injury: From Research to Practice to People
Ann Arbor, MI
September 30, 2013

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Reaching Reporters Through the Cloud: Harnessing Social Media to Get Your Stories Covered

  1. 1. REACHING REPORTERS THROUGH THE CLOUD HARNESSING SOCIAL MEDIA TO GET YOUR STORIES COVERED Nedra Weinreich (@Nedra)
  2. 2. OLD CONCEPTS NEW MEDIA @Nedra
  3. 3. IT’S ABOUT RELATIONSHIPS • Develop relationships with journalists BEFORE you need them • Use Twitter lists, Muck Rack to find relevant journalists • Follow reporters/bloggers/news outlets on Twitter, RSS • RT/comment on/praise their stories and tweets • Offer them something of value @Nedra
  4. 4. PITCHING VIA SOCIAL MEDIA • Optimize online news releases for social media • Use Twitter, not Facebook • Target your pitches carefully • Pitch individual reporters, not outlets • Make it short and sweet • Timing is everything @Nedra
  5. 5. ENGAGING BLOGGERS • Who does your audience pay attention to? • Don’t just focus on the A-list • Do your homework • Customize your pitch • Talk like a person, not a press release • Email may be preferred, but check • Approach and promote the blogger as an expert @Nedra
  6. 6. USING BREAKING NEWS • Be prepared • Track keywords via Google Alerts and social media monitoring daily • Check Twitter trending topics for keywords/hashtags and jump in • Provide an original take on the news from your organization’s perspective • Offer journalists info that provides context • Livetweet events in real time @Nedra
  7. 7. BECOME A SOURCE • Become the go-to source for your issue • Cultivate relationships online and offline • Be a font of valuable information • Respond quickly and appropriately to potential media needs • Make your website news-friendly and social media-oriented • Develop a broad online network @Nedra
  8. 8. NEWSIFY YOUR CONTENT • Create an online newsroom • Offer sharable visual content such as infographics, photos, powerful quotes • Think “transmedia” – different pieces of the story across multiple platforms • Link to your sources • Provide tweetable sound bites • Consider SEO/online lifespan of content @Nedra
  9. 9. STAY IN TOUCH! Nedra Kline Weinreich Weinreich Communications www.Social-Marketing.com weinreich@social-marketing.com Phone 310.286.2721 Twitter @Nedra

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