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How to Use Social Media for Media Relations

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Social media can be an excellent tool to help you build relationships with reporters, which can ultimately help you score positive media coverage for your brand.

In this presentation, I cover how social media can help you find the right reporters, learn more about them and what they cover and use this information to build a relationship with them.

Published in: Business
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How to Use Social Media for Media Relations

  1. 1. Using Social Media for Media Relations Laura Click Blue Kite Marketing @lauraclick
  2. 2. What is media relations anyway?
  3. 3. Media relations is…Working with the media toprovide credible informationabout your brand toencourage positivenews coverage
  4. 4. Can social media help?
  5. 5. Yes, social media can help you get media coverage. Here’s how.
  6. 6. Find the right reporters
  7. 7. This was the old way
  8. 8. But, now we have online tools
  9. 9. Search Twitter bios
  10. 10. Gain intelligence on reporters (research)
  11. 11. What you can learn• Read their blog / articles to see what they write about• See what they’re sharing on social networks• Discover their hobbies & interests• Find mutual connections
  12. 12. Monitor relevant conversations
  13. 13. Monitoring toolsTwitter advanced search
  14. 14. Build relationshipswith reporters & influencers
  15. 15. But what does that MEAN?
  16. 16. “Its a wise idea for PR professionals to use social media not only to pitch stories or angles, but also to join the conversation on stories and build a relationship. I think a lot of PR professionals miss an opportunity to become recognized by reporters. I hope it doesnt sound callous, but the more I know you, the more inclined I am to pay attention to yourJosh DeVine Tweets, mentions and DMs.”Reporter, WSMV@WSMVJoshDeVine
  17. 17. “Relationships with media is just that - RELATIONSHIPS. Social media makes it easier to develop those relationships and stay top-of-mind. But the tools should not be used to pitch a story. Rather to begin the relationship. You still have to use traditional methods to build on it.”Gini DietrichCEO, Arment Dietrich@GiniDietrich
  18. 18. “Dont forget to read journos blogs and content. Reference these works in a tweet as an intro and slowly create relationship based on what the journo is covering. Retweet and share their posts, too. When a two-way link is established, dont pitch outright; patiently build the opportunity for a story pitch on a gradual basis.”Jayme SoulatiPresident, Soulati Media@Soulati
  19. 19. How do you do this?• Join conversations• Comment on articles and blog posts• Share their content on social networks• Talk about your shared interests• Share useful information or news tips
  20. 20. Promoteyour content
  21. 21. Build an online newsroom• Package content into a comprehensive story – Images – Video – Blog posts / releases – Data – Sources – Quotes @lauraclick
  22. 22. DO• Encourage your fans / followers to spread the word about your news• Make it easy for reporters to find and share your content• Send tips and story ideas – but ONLY if you’ve developed relationships first
  23. 23. Don’t• Just share press releases• Blindly pitch reporters• Spam reporters• Send information that’s not relevant to what they cover
  24. 24. You can do it!
  25. 25. Any questions?
  26. 26. Laura Click Founder & CEO - Blue Kite Marketing www.flybluekite.comConnect with me!Email: laura@flybluekite.comTwitter: http://twitter.com/lauraclickFacebook: http://facebook.com/flybluekiteLinkedIn: http://linkedin.com/in/lauraclick @lauraclick

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