Social Media: Intro To Media Relations


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Presentation to AAA Mid-Atlantic on using social media for media relations.

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  • Remember, Twitter is a conversation. Ask questions; don't just pontificate. What part of 140 characters do you not understand? Remember the limitations. Some things are better left unsaid. So avoid stream-of-consciousness-blogging via Twitter. Transparency is vital - just as with any other social media. Consider quality vs. quantity. Many users provide links to interesting articles, information. Use proper grammar. If people follow you, it's polite to "follow" them back. However, because of that, be careful about adding too many people at one time -- that's the Twitter version of spamming. People will think you're trying to sell or hype something rather than start a conversation. It's really all about the art of conversation.
  • Reporters by and area Trending topics You can do a mass Twitter follow
  • How to search using twitter
  • Sometimes it is just newspaper without the s
  • Don’t be too informal
  • Tell them you are following them, so they can DM you Most post their website on their Twitter home page. Most have their e-mail address on their website. Follow-up with an e-mail saying you saw the tweet.
  • Etiquette By Lacey Haines ( @ laceyhaines ), K/F Communications, San Francisco and Adam Vincenzini ( @ adamvincenzini ), Paratus Communications, London. KEEP YOUR PITCHES SHORT: E-mail pitches are still too long, and several people we heard from preferred a 140-character pitch on Twitter, to a traditional one via e-mail. DIRECT MESSAGES ARE BETTER THAN @REPLY: Reporters can’t “opt-in” to pitches, but they can with Twitter. If there is a mutual following between PR people and a reporter, it usually means they know each other, and may welcome a direct message more than a longer e-mail pitch. A reporter for a major US business daily (who asked not to be quoted) said that he only follows PR people he knows or has worked with in the past, and prefers DM to @reply because he wouldn’t want competitors to know who he’s speaking with. TWITTER PITCHES ARE NOVEL: A journalist for the News of the World(UK) said that but only one or two direct messages, so pitches made through Twitter stand out more. And even if there isn’t a direct relationship in the beginning, pitching on Twitter has helped reporters and PR people build relationships that continue on e-mail or in person.
  • Social Media: Intro To Media Relations

    1. 1. Social Media: Intro to Media Relations   May 12, 2010
    2. 2. Presenter: Debbie Friez Vice President, Major Accounts, Burrelles Luce @dfriez
    3. 3. AGENDA <ul><li>Social Media Best Practices </li></ul><ul><li>Blogger Relations </li></ul><ul><li>Finding Media Contacts </li></ul><ul><li>The Relationships </li></ul><ul><li>The Pitch </li></ul><ul><li>Promoting AAA </li></ul>
    4. 4. 4 “TIPS” ON SOCIAL MEDIA <ul><ul><li>#1 Be Unique </li></ul></ul>
    5. 5. <ul><ul><li>#2 Be Authentic </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
    6. 6. <ul><ul><li>#3 Be a Student </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
    7. 7. <ul><ul><li>#4 Be a Teacher </li></ul></ul>4 “TIPS” OF SOCIAL MEDIA
    8. 8. SOCIAL MEDIA ETIQUETTE <ul><li>GOLDEN RULE: Don’t post anything you wouldn’t want your mom to read in the newspaper </li></ul>Twitter etiquette – a blog post by Chris Brogan: de/
    9. 9. PITCHING BLOGGERS <ul><li>Comment first, pitch later </li></ul><ul><li>Only pitch information relevant to the blog </li></ul><ul><li>Tell the blogger why they care </li></ul><ul><li>Personalize </li></ul><ul><li>Keep it short </li></ul><ul><li>Goodies welcome </li></ul><ul><li>Offer an exclusive </li></ul>Courtesy of Confessions of a PR Gal: Sarah Helfgott’s Blog
    10. 10. FINDING REPORTERS ON SOCIAL MEDIA <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Muck Rack </li></ul><ul><li>Twitter </li></ul>
    11. 11. FACEBOOK OPPORTUNITIES <ul><li>You can ask to “friend” a reporter, but don’t do so “blindly” </li></ul><ul><li>Look for key media fan pages </li></ul><ul><li>Join like-minded groups </li></ul><ul><li>Be a good friend/fan </li></ul><ul><li>Don’t post pitches to wall </li></ul><ul><li>Offer additional information </li></ul>
    12. 12. LINKEDIN TO THE MEDIA <ul><li>Connect with key reporters </li></ul><ul><ul><li>Search for travel reporter reaped over 10,000 results </li></ul></ul><ul><ul><li>Learn more about those you are pitching </li></ul></ul><ul><ul><li>Use messages to send targeted pitches </li></ul></ul><ul><li>Share news </li></ul><ul><li>Join like-minded groups </li></ul>
    13. 13. YOUTUBE <ul><li>Second most used search engine and #1 for Millennials </li></ul><ul><li>Post useful, interesting video </li></ul><ul><li>Connect video to other social media platforms </li></ul>
    14. 14. FLICKR <ul><li>A picture is worth a thousand words </li></ul><ul><li>Helping your SEO </li></ul><ul><li>Link to other Social Media sites </li></ul>
    15. 15. TWITTER TACTICS <ul><li>Follow key reporters </li></ul><ul><ul><li>Use the “Find People” Link to search for key reporters/editors </li></ul></ul><ul><li>Twitter Lists </li></ul><ul><ul><li>@eyeonfda/reporters-on-twitter </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    16. 16. TWITTER TACTICS <ul><li>Monitor important key terms </li></ul><ul><ul><li>Search resources - </li></ul></ul><ul><li>Use hashtags </li></ul><ul><li>Follow relevant hashtags </li></ul><ul><ul><li>Aggregate information </li></ul></ul><ul><ul><li>Join a discussion </li></ul></ul>
    18. 18. HELPFUL HASHTAGS FOR PUBLIC RELATIONS PROFESSIONALS <ul><li>PR Industry: </li></ul><ul><ul><li>#PRSA #pradvice, #prexpert #PRSSA , #Printern, #entrypr </li></ul></ul><ul><li>Media: </li></ul><ul><ul><li>#journalism, #newspapers, #media </li></ul></ul><ul><li>Chats: </li></ul><ul><ul><li>#Journchat, #PR20chat, #solopr, #PRStudChat, #blogchat </li></ul></ul><ul><li>Industry hashtags: </li></ul><ul><ul><li>#travel </li></ul></ul><ul><li>Events: </li></ul><ul><ul><li>#Blogher09 (example), #sweepstakes, #giveaways #contest </li></ul></ul>
    19. 19. WHO SHOULD YOU FOLLOW FOR JOURNALIST INQUIRIES? <ul><li>@helpareporter </li></ul><ul><li>@ProfNet </li></ul><ul><li>@journalistics </li></ul><ul><li>@themediaisdying </li></ul><ul><li>@MuckRack </li></ul><ul><li>Your competitors </li></ul><ul><li>Reporters and bloggers </li></ul>
    20. 20. TWEETING ETIQUETTE DO’s, DON’Ts AND MAYBE’s <ul><li>It’s quality, NOT quantity </li></ul><ul><li>Test links </li></ul><ul><li>Don’t argue </li></ul><ul><li>Inform; Don’t sell </li></ul><ul><li>Attribute </li></ul><ul><li>Don’t RT everything </li></ul><ul><li>Offer value </li></ul><ul><li>Don’t auto-DM </li></ul><ul><li>Don’t re-post something immediately </li></ul>
    21. 21. BE A THOUGHT LEADER <ul><li>Knowledgeable </li></ul><ul><li>Aware </li></ul><ul><li>Interesting </li></ul><ul><li>Innovative </li></ul><ul><li>Engaged </li></ul><ul><li>Accessible </li></ul>
    22. 22. GETTING ATTENTION <ul><li>Write good headlines </li></ul><ul><li>Provide links </li></ul><ul><li>Do your research </li></ul><ul><li>Showcase expertise </li></ul>
    23. 23. WHAT’S HOT? Trending Topics
    24. 24. PITCHING BEST PRACTICES <ul><li>Listen to their needs </li></ul><ul><li>Use DM wisely and sparingly </li></ul><ul><li>Find a way to give the information without giving away the scoop </li></ul>
    25. 25. GOOD PITCH
    26. 26. PITCHING RESOURCES <ul><li>Media Survey 2010 Reports on Journalists PR Practices: </li></ul><ul><li>Twitter Pitching Etiquette…: </li></ul>
    27. 27. IMPORTANT REMINDERS <ul><li>Don’t send multiple requests to one reporter/blogger on multiple platforms. </li></ul><ul><li>Be courteous </li></ul><ul><li>Be friendly, but not informal. </li></ul>
    28. 28. <ul><li>Good customer service leads to good PR </li></ul><ul><ul><li>Burrelles Luce using Twitter to solve a client issue </li></ul></ul>USING TWITTER FOR PUBLIC RELATIONS
    29. 29. TAKING IT OFFLINE <ul><li>Conference </li></ul><ul><li>Tweet-ups </li></ul><ul><ul><li> (conducting and following chats) </li></ul></ul><ul><ul><li> (produce a transcript after the interview) </li></ul></ul>
    30. 30. Q&A TIME
    31. 31. CONTACT INFO <ul><li>Debbie Friez </li></ul><ul><li>Vice President, Major Accounts </li></ul><ul><li>Burrelles Luce </li></ul><ul><li>[email_address] </li></ul><ul><li>800-631-1160 x1852 </li></ul><ul><li>Twitter: @dfriez </li></ul><ul><li>LinkedIn: dfriez </li></ul><ul><li>BLOG: w </li></ul>
    32. 32. MORE RESOURCES Learn more: Free downloads and Burrelles Luce BLOG Fresh Ideas