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Using Social Media to Reach Reporters


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Presentation for Lutheran Social Services of IL

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Using Social Media to Reach Reporters

  1. 1. using social mediato reach reporters Diana Pando & Marissa Wasseluk
  2. 2. Who We Are• A nonprofit organization dedicated to helping nonprofits get their stories out to the media and beyond
  3. 3. What We DoCommunications Coaching &Consulting – Workshops on strategy, storytelling, social media
  4. 4. Media Guide
  5. 5. LEARNING OBJECTIVESI. How to find and build relationships with reporters onlineII. Tips on writing your releases for Search Engine OptimizationIII. How to distribute your release onlineIV. Understand elements of an online outreach plan
  6. 6. Building Relationships With Reporters Online
  7. 7. Where do you read your news?
  8. 8. theshiftingmedialandscape
  9. 9. reaching reporters online…
  10. 10. By the numbers68% of journalists agree that reliance on social media has increased69% use mobile phones to assist in their reporting
  11. 11. Top 3 reasons reporters use social networks:Participate in conversationsSearch individuals and organizationsMonitor sentiments or discussions
  12. 12. 1. Be online
  13. 13. 2. craft your communications plan
  14. 14. 3. craft your message & story
  15. 15. 4. create a contact list
  16. 16. Quick Ideas On Compiling An Online Media List• Getting On Air, Online and Into Print 2013 Edition•••
  17. 17. 5. listen and monitor online and on-the-ground
  18. 18. Where Are Journalists Online?• Facebook• Twitter• Blogs• LinkedIn
  19. 19. Keywords• Always use appropriate and relevant tags and keywords to a post or page. – Find your keywords!
  20. 20. Keywords• Write down three common words you would use when searching for something you’re interested in online OR• Write down three words you want your brand to be associated with online
  21. 21. Keywords
  22. 22. What’s a Hashtag?• Hashtags are keywords made into hotlinks by adding “#”
  23. 23. Using Twitter to Reach Reporters Listen & monitor Find your influencers - create lists Follow & share
  24. 24. Retweet/ Retweet/ Screen names Screen namesModified tweetModified tweet Hashtags Hashtags Shortened Shortened URL URL
  25. 25. Using Facebook to Reach Reporters Listen & engage Find your influencers - create interest listsPost updates with URLs to click-thru
  26. 26. Relationships with Reporters Require:• Reading their articles• Commenting on their articles• Sharing links to their articles• Letting them know you shared it others• Being a media resource for any follow up articles
  27. 27. 6. personalize your pitch
  28. 28. By the numbers53% of journalists still prefer to be contacted by email34% prefer phone11% prefer in-person meeting
  29. 29. Pitching Still Requires A Phone Call or Email
  30. 30. Think Through Your Pitch• Hi, I’m ________ and I’m calling with __________(org) to tell you about a story idea. Do you have a second to talk?• Here’s what’s going on: (one sentence summary)• The reason this is important/different now is: (timeliness/impact)• I also have a (VISUAL?) or (HUMAN INTEREST?) that you might be interested in.• Does this sound like something you’d be interested in?• Can I send you some follow up information? Via email?
  31. 31. 7. follow up and follow through
  32. 32. 8. ensure content is online to share
  33. 33. Elements of an Online Press Room• Contact information• Press Release• Fact Sheets• Photos / Video / Audio Clips• Logos• List of experts• Past media clips• Link to calendar of events
  34. 34. Online Press Room #1
  35. 35. Online News Room #2
  36. 36. Online Press Room #3
  37. 37. Part Two: Search Engine Optimization and Press Releases
  40. 40. ANATOMY OF AN OPTIMIZED ONLINE POST Title //Header Title Header Lead Lead Share ShareButtonsButtons
  41. 41. SEO Best Practices• Create content consistently• Use keywords• Keep your site and content organized• Be social and share your content
  42. 42. Distributing Your Press Release Online
  43. 43. Free Press Release Distribution Sites•••••
  44. 44. Paid Press Release Distribution Sites•••
  45. 45. Skeleton of an Online Outreach Plan• Audience• Goal• Social Media• Capacity & Resources• Marketing
  46. 46. Audience
  47. 47. Goal
  48. 48. Social Media
  49. 49. Capacity & Resources
  50. 50. Marketing
  51. 51. Your Communications Tool Box• Online Communications Worksheet• Pitching Reporters Worksheet
  52. 52. Q&A
  53. 53. using social media to reach reportersDiana PandoFollow on Twitter @dianapandodiana@newstips.orgMarissa WasselukFollow on Twitter