Look at our local media and how many of those outlets have blogs and have reporters blog, too. Free Press does a lot with blogging.
Give example of bloggers at Techcrunch not sticking to embargoes because they want to break the story. Recent study – out of 600 journalists surveyed, 55% used social media
Use Muckrack to find journalists online. Look at their streams on Twitter.
Leave thoughtful comments/responses on Twitter. Prof Net & HARO emails and they tweet when sources needed.
Give OKE example today – Groupon Grassroots campaign, WXYZ picked up on it because relationship/following OKE, met the goal in 12 hours (50 people donated $10)
Not the best way to build relationships – show that you want more out of it and really want to know the person and build solid relationship
Share example of highlighting Verizon blog coverage and getting requests from bloggers – example of inviting IN bloggers/media to tour of Indy stadium and network upgrades for SuperBowl 2012.
Don’t air dirty laundry or gripes online. If there’s a problem or you’re upset about a misquote or wrong info – call and take it offline. Don’t burn bridges.
Before coverage would go in a clipbook or get emailed around to the team. Take things further.
Especially if you get a lot of great coverage, don’t share it all. Highlight the best ones, or most interesting stories/company news.
When I see businesses getting great coverage online, I pay more attention and am more likely to connect with the business online and be part of that community. Warby Parker example – Sarah and Erica wrote blog posts.
Depending on whether you’re a startup or have been around for awhile and are generating good revenue will depend on who owns role of dedicating time to relationship building.
In closing, two important things to keep in mind
Relationships & Social Media: Connecting With Media & Bloggers
RELATIONSHIPS & SOCIAL MEDIA:CONNECTING WITH MEDIA & BLOGGERSNIKKI LITTLE | IDENTITYPR.COM | @NIKKI_LITTLE
WHAT WE’LL DISCUSS:o Social media is an extension of PRo Media and blogger similarities/differenceso What to do before, during and after creating media/blogger relationshipso Leveraging positive coverage onlineo Getting strategic with relationship building
SOCIAL MEDIA SHOULD NOTOPERATE IN ITS OWN BUCKET
CONNECT PR RELATIONSHIPSTO THE SOCIAL WORLD: TAKERELATIONSHIPS YOU’VECREATED OFFLINE& CONTINUE BUILDING THEMONLINE
UNDERSTAND HOW MEDIA &BLOGGERS OPERATE TO BUILD STRONGRELATIONSHIPS & SUCCESSFULLYCOMMUNICATE
MEDIA & BLOGGERS – SIMILARITIESo Tell stories and share company news through written wordo Interview company execso Work with PR professionalso Many journalists now blog, and many bloggers started as journalistso Frequently use social media
MEDIA & BLOGGERS – DIFFERENCESo Not all bloggers are trained writerso Not all bloggers adhere to journalistic standards and ethicso Bloggers can (and will!) accept compensation to work with companies – media can’to Phone still works to reach media (most bloggers don’t share phone numbers)o Media operating in traditional ways still not active on social channelso Due to newsroom changes/cutbacks, media can be more time-strapped
BUILDING NEW RELATIONSHIPS:THE BEFORE, DURING & AFTERPROCESS
BEFORE RELATIONSHIPS ARE CREATED:o Create a list of industry media/bloggers you want to connect witho Read their material before ever reaching outo Determine where they are active onlineo Determine how they like to be contacted – Is blogger PR friendly? Does journalist seek story ideas via social media?o Follow on Twitter, subscribe on Facebook
BEFORE RELATIONSHIPS ARE CREATED:o Create a Twitter list and use a tool like Tweetdeck to easily monitor what they’re sharingo Start commenting on articles/blog posts and social contento Share their contento Reach out when appropriate (company news to share, responding to source inquiries, offer to check out product/service)
AS RELATIONSHIPS DEVELOP:o Continue commenting on and sharing content onlineo Engage in more casual online conversationso Connect on LinkedIn and Facebook (note: not all media/bloggers will be comfortable connecting on Facebook)o Offer guest postso Invite to lunch/coffee periodicallyo Meet up at events and tradeshows
AS RELATIONSHIPS DEVELOP:o Share relevant company news and product/service demo opportunitieso Invite to subscribe to company blog, e-newslettero Bloggers – connect to find out exactly how they work with companies and brands (some require payment/sponsorships)o Regularly update list of key media/bloggers to keep track of interactions and contact preferences
DON’T DO “DRIVE BYS” & ONLYCONNECT WHEN YOU WANTCOVERAGE
ONCE STRONG RELATIONSHIP IS ESTABLISHED:o Continue finding opportunities to connect online and respond to/share contento Highlight their stories about your company on your site/blogo Top of the list when new news to share, products/services to reviewo Find ways to make them feel special and show you value the relationship (access to execs, VIP at events, behind-the-scenes access, etc.)o Always express gratitude when receive coverage, even through a simple thank-you email or LinkedIn message
THINGS TO AVOIDo Smothering and obnoxious follow up, particularly on social channelso Only talking about you and your company when you comment or respond to social contento Complaining in comments or on social channels if media/bloggers misquote you, get info wrong or don’t include you in a relevant story/post
o Share on social channels (different message for each channel – no auto posting!), but pick and choose wisely to avoid “Look at me!” syndromeo Create online newsroom (option: consider creating press release site that journalists/bloggers can subscribe to)o Incorporate into new business pitches and leave- behind materialso Highlight stellar coverage in email signatures
SHARING POSITIVE COVERAGEONLINE ENHANCES COMMUNITYBUILDING AND NEW BUSINESSOPPORTUNITIES
READY TO GET MORESTRATEGIC WITH YOURRELATIONSHIPS?
IMPORTANT QUESTIONS TO ASKo Who owns relationship building (CEO, CMO, PR/social team, combo)?o How much time/resources do we want to dedicate to building and maintaining relationships?o Which online channels make most sense for us to focus on to build relationships?o Do we need in-house PR/social team and/or agency support?o Who from the exec team conducts interviews with media and bloggers?
STRONG RELATIONSHIPS WILLWIN YOU MORE COVERAGE,BRAND ADVOCATES ANDCUSTOMERS
NEVER FORGET – PEOPLE DOBUSINESS WITH PEOPLE &COMPANIES THEY KNOW, LIKE& TRUST