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Social Media: A New Tool In Media Relations

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Presented by Senior Account Executive Deanna Ferrari to Point Park University grad students in their media relations class.

Presented by Senior Account Executive Deanna Ferrari to Point Park University grad students in their media relations class.

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  • 1. Social Media: A New Tool In Media Relations Presented to Point Park University Grad Students By Deanna Ferrari
  • 2. About me
    • Graduate of Slippery Rock University (B.S., Public Relations)
    • Senior Account Executive, WordWrite Communications
    • Blogger, PRetty in Pittsburgh
    • Director-At-Large, Communications, PRSA Pittsburgh
    • Award-winning social media specialist
  • 3.
    • Tweeting During This Presentation? Use the hashtag #PPUpres
  • 4. Media Relations: The old way
  • 5. Media Relations: The new way
  • 6. Online newsrooms/press releases Tweet it! New tools available to reach media such as @PitchEngine #PPUpres
  • 7. Databases at your fingertips Tweet it! Databases like http://www.nytimes.com/twitter & http://www.mediaontwitter.com/ white pages of journalists on Twitter #PPUpres
  • 8. Requests come TO YOU
  • 9.  
  • 10. Connecting Reporters With Sources: ProfNet and HARO Tweet it! Follow accounts @helpareporter & @ProfNet on Twitter to match queries with sources #PPUpres
  • 11. Talk directly to the media Tweet it! Engage in Twitter chat @journchat, weekly chat that connects journalists, PR pros & bloggers #PPUpres
  • 12. LEARN about who you’re pitching Tweet it! Learn who you pitch: Read articles they've written, their bio/about on outlet website, follow them on Twitter, etc. #PPUpres
  • 13. LEARN about who you’re pitching Tweet it! Learn who you pitch: Some journalists offer advice via their social networks. See what they like and what they DON’T #PPUpres
  • 14.
    • Name
    • E-mail address
    • Phone number
    • Twitter handle
    • Blog
    • Last posts written
    The new media list Tweet it! Develop a media list with traditional and new contact info: Name, E-mail, Twitter ID, etc. #PPUpres
  • 15.
    • Follow and engage in dialogue with reporter(s) on social media: build a relationship/trust before you ever try to pitch them (as simple as saying hi and introducing yourself)
    • Make sure your pitch is on topic and tailored to the reporter
    • Use the most appropriate channel when making initial pitch after you’ve learned more about the reporter (e-mail, phone, social media)
    • Send quick links to an online newsroom, video or photos to make it easy, interactive, compelling
    • Follow up, but be polite and not a stalker
    • If you have built a good enough relationship with a reporter, ask for advice
    Pitching tips Tweet it! Get to know reporters and start engaging with them online BEFORE you ever start pitching #PPUpres
  • 16. Pitching via Facebook
  • 17. Pitching via Twitter
  • 18. Bloggers: The New Journalists?
  • 19.
    • A blogger is not a journalist, but some have just as much, if not more influence
    • Pitch a blogger the same way you’d pitch a reporter: be thoughtful, on-topic and develop a solid pitch
    • Know a blog is NOT a newspaper/newsroom
    • Build relationships and trust along the way
    Pitching: Bloggers vs. Reporters
  • 20. Source: http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/
  • 21. Connect with reporters “IRL” Tweet it! Host a social media event & invite reporters to connect face-to-face & demonstrate your social media knowledge #PPUpres
  • 22.
    • Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations
    • Bloggers are NOT journalists, but a new community of people, like journalists, who have influence and are therefore important to your brand
    • Make connections before you need them
    • Use social media effectively and to your advantage
    • Traditional tactics in media relations still apply and always will
    Remember. . . Tweet it! Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations #PPUpres
  • 23.
    • Media on Twitter: http://www.mediaontwitter.com/ (FREE)
    • Help a Reporter Out (HARO): http://www.helpareporter.com/ (FREE)
    • ProfNet: https://profnet.prnewswire.com/ ($)
    • PitchEngine: http://www.pitchengine.com/ (FREE and $, depending on plan)
    • Bit.ly (Shorten & track links): http://bit.ly/ (FREE)
    • Technorati: http://technorati.com/ (FREE)
    • Brian Solis: http://www.briansolis.com/ (FREE)
    • Cision: http://us.cision.com/ ($)
    Links
  • 24. Questions? Comments?
    • Twitter:
    • @dferrari / @wordwritepr
    • Online:
    • deannaferrari.com / wordwritepr.com
    • Thank You!