How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Teleseminar presented on March 5, 2011 to the PRSA Health Academy on how the advent of twitter has changed public relations.

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How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

  1. 1. 03/04/11 Ben Garret Executive Producer, Vidicom Vice-chair Programming PRSA Health Academy How Public Relations is Changing in 140 Characters or Less PRSA Health Academy Teleconference March 4, 2011 Leigh Fazzina Principal, Fazzina & Co. Communications Chair-elect, PRSA Health Academy Sandra Fathi President, Affect Strategies President, PRSA New York Chapter
  2. 2. Agenda <ul><li>Twitter for PR </li></ul><ul><li>Finding Journalists & Bloggers on Twitter </li></ul><ul><li>Tools for Monitoring & Finding Queries </li></ul><ul><li>Engaging & Building Relationships </li></ul><ul><li>Social Media Pitching Best Practices </li></ul><ul><li>Finding the Story & Creating a Buzz </li></ul>
  3. 3. Did You Know? <ul><li>175 million users. 95 million tweets per day. </li></ul><ul><li>(Twitter, Sept. 2010) </li></ul><ul><li>37% of journalists are required to maintain Twitter accounts (PR Week, 2010) </li></ul><ul><li>52% of reporters now use Twitter as part of their jobs (Cision/GSPM, 2010) </li></ul>
  4. 4. Twitter & PR <ul><li>Direct conduit to your target audiences; Media, Customers, Employees, Prospects, Shareholders etc. </li></ul><ul><li>Multi-use platform; News Distribution, Monitoring, Market Research, Crisis Communications, Engagement, Customer Service etc. </li></ul><ul><li>Rapid response, no-cost, direct channel. </li></ul>
  5. 5. 03/04/11 Finding Journalists on Twitter
  6. 6. Twitter
  7. 7. Twitter: Vocus
  8. 8. Twitter: wefollow.com
  9. 9. Twitter: Listorious
  10. 10. Twitter: Muck Rack
  11. 11. Twitter: Lists
  12. 12. 03/04/11 Tools for Monitoring & Finding Queries
  13. 13. Google Alerts
  14. 14. HootSuite
  15. 15. TweetDeck
  16. 16. Radian6
  17. 17. Twitter: Search
  18. 18. Twitter: journalisttweets
  19. 19. Twitter: HARO
  20. 20. Twitter: ProfNet
  21. 21. Twitter: Lists
  22. 22. Twitter: #journchat
  23. 23. Facebook: HARO
  24. 24. 03/04/11 Engaging & Building Relationships
  25. 25. What To Know <ul><li>Provide full disclosure </li></ul><ul><li>Seek opportunities for relevant engagement </li></ul><ul><li>Become a resource/thought leader </li></ul><ul><li>Value over noise </li></ul><ul><li>Bring Online Offline </li></ul>
  26. 26. Retweets & Mentions
  27. 27. Blog Commenting
  28. 28. Relevant Engagement
  29. 29. Become a Resource
  30. 30. Taking the Convo Offline
  31. 31. 03/04/11 Social Media Pitching Best Practices
  32. 32. What To Know <ul><li>Set goals, objectives & strategies </li></ul><ul><li>Communicate publicly </li></ul><ul><li>Interaction over distribution </li></ul><ul><li>Quality over quantity </li></ul><ul><li>Be relevant </li></ul><ul><li>Provide value </li></ul>
  33. 33. What To Avoid <ul><li>Releasing confidential information </li></ul><ul><li>Attaching reporters’ names to irrelevant content </li></ul><ul><li>Blatant flattery </li></ul><ul><li>Repetitive content </li></ul><ul><li>Inadvertently outing a reporter’s story </li></ul>
  34. 34. Content Creation <ul><li>Keep it short & simple </li></ul><ul><li>Provide stats/numbers </li></ul><ul><li>Link to images or video if possible </li></ul><ul><li>Include links for more info </li></ul>
  35. 35. Twitter
  36. 36. Twitter
  37. 37. 03/04/11 Finding the Story & Creating a Buzz
  38. 38. Presented to Pitney Bowes | May 24, 2010 Affect Strategies Trend Intervention & Story Hijacking
  39. 39. Promoting Special Offers
  40. 40. Promoting Special Offers (cont’d)
  41. 41. Pitching the Case Study
  42. 42. Pitching the Case Study (cont’d)
  43. 43. 03/04/11 Questions?
  44. 44. 03/04/11 Contact Information & Resources : On Slideshare – www.slideshare.net/sfathi Sandra Fathi [email_address] 212 398 9680 Twitter: @sandrafathi Web: www.affectstrategies.com Blog: www.techaffect.com

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