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Social Media: A New Tool in Media Relations


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Presentation to Point Park University grad students on how social media is an important tool in facilitating dialogue and relationships with the media.

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Social Media: A New Tool in Media Relations

  1. 1. Social Media: A New Tool In Media Relations Presented to Point Park University Grad Students By Deanna Ferrari
  2. 2. About me <ul><li>Graduate of Slippery Rock University (B.S., Public Relations) </li></ul><ul><li>Senior Account Executive, WordWrite Communications </li></ul><ul><li>Blogger, PRetty in Pittsburgh </li></ul><ul><li>Director-At-Large, Communications, PRSA Pittsburgh </li></ul><ul><li>Award-winning social media specialist </li></ul>
  3. 3. <ul><li>Tweeting During This Presentation? Use the hashtag #PPUpres </li></ul>
  4. 4. Media Relations: The old way
  5. 5. Media Relations: The new way
  6. 6. Online newsrooms/press releases Tweet it! New tools available to reach media such as @PitchEngine #PPUpres
  7. 7. Databases at your fingertips Tweet it! Databases like & white pages of journalists on Twitter #PPUpres
  8. 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
  10. 11. Talk directly to the media Tweet it! Engage in Twitter chat @journchat, weekly chat that connects journalists, PR pros & bloggers #PPUpres
  11. 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
  12. 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
  13. 14. <ul><li>Name </li></ul><ul><li>E-mail address </li></ul><ul><li>Phone number </li></ul><ul><li>Twitter handle </li></ul><ul><li>Blog </li></ul><ul><li>Last posts written </li></ul>The new media list Tweet it! Develop a media list with traditional and new contact info: Name, E-mail, Twitter ID, etc. #PPUpres
  14. 15. <ul><li>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) </li></ul><ul><li>Make sure your pitch is on topic and tailored to the reporter </li></ul><ul><li>Use the most appropriate channel when making initial pitch after you’ve learned more about the reporter (e-mail, phone, social media) </li></ul><ul><li>Send quick links to an online newsroom, video or photos to make it easy, interactive, compelling </li></ul><ul><li>Follow up, but be polite and not a stalker </li></ul><ul><li>If you have built a good enough relationship with a reporter, ask for advice </li></ul>Pitching tips Tweet it! Get to know reporters and start engaging with them online BEFORE you ever start pitching #PPUpres
  15. 16. Pitching via Facebook
  16. 17. Pitching via Twitter
  17. 18. Bloggers: The New Journalists?
  18. 19. <ul><li>A blogger is not a journalist, but some have just as much, if not more influence </li></ul><ul><li>Pitch a blogger the same way you’d pitch a reporter: be thoughtful, on-topic and develop a solid pitch </li></ul><ul><li>Know a blog is NOT a newspaper/newsroom </li></ul><ul><li>Build relationships and trust along the way </li></ul>Pitching: Bloggers vs. Reporters
  19. 20. Source:
  20. 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
  21. 22. <ul><li>Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations </li></ul><ul><li>Bloggers are NOT journalists, but a new community of people, like journalists, who have influence and are therefore important to your brand </li></ul><ul><li>Make connections before you need them </li></ul><ul><li>Use social media effectively and to your advantage </li></ul><ul><li>Traditional tactics in media relations still apply and always will </li></ul>Remember. . . Tweet it! Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations #PPUpres
  22. 23. <ul><li>Media on Twitter: (FREE) </li></ul><ul><li>Help a Reporter Out (HARO): (FREE) </li></ul><ul><li>ProfNet: ($) </li></ul><ul><li>PitchEngine: (FREE and $, depending on plan) </li></ul><ul><li> (Shorten & track links): (FREE) </li></ul><ul><li>Technorati: (FREE) </li></ul><ul><li>Brian Solis: (FREE) </li></ul><ul><li>Cision: ($) </li></ul>Links
  23. 24. Questions? Comments? <ul><li>Twitter: </li></ul><ul><li>@dferrari / @wordwritepr </li></ul><ul><li>Online: </li></ul><ul><li> / </li></ul><ul><li>Thank You! </li></ul>