Tip 1 explains that Twitter is a social platform and users should engage others by answering questions, providing useful information, and sharing interesting facts rather than just one-way promotional messages. This will build goodwill and authority. Tip 2 advises publicists to follow journalists on Twitter first to understand their interests before pitching them directly. Tip 3 states that people do not use Twitter primarily for self-promotion, so promotional tweets should be kept to a minimum while focusing on building relationships.

1. Samantha Hilsenrod
How to Use Twitter for Public Relations and
Marketing, Part 1

2. Samantha Hilsenrod
As Twitter evolves into a useful tool for marketing and public relations, an
etiquette of sorts has evolved concerning the use of the platform for such ends.
Here are some tips to make sure your efforts are put to good use.
Tip 1: Remember that Twitter is a social platform
Engage other users on Twitter. Your communications should not be one-way,
promotional messages or your list of followers will slowly dwindle to
insignificance. You do want to use Twitter to promote your core message, but
your promotions should be in the form of answering the questions of others,
providing useful information, and sharing interesting facts. This will engender
goodwill and authority in your Twitter community, so that when you share
something important about your organization, people will take notice.

3. Samantha Hilsenrod
Tip 2: Use tact when engaging with journalists
Publicists increasingly turn to Twitter to contact journalists. Take care with this
approach; not all journalists appreciate it. Before pitching any journalist, follow
his or her tweets for a while to get a sense of what the journalist is interested
in writing, as well as how he or she likes to use Twitter. Once you have an idea
of the person’s preferences, contact the individual in the most appropriate
manner.

4. Samantha Hilsenrod
Tip 3: Avoid self-promotional tweets
People don’t use Twitter to check out your cool new product or offer, so keep
promotional tweets to a minimum; instead focusing on building relationships.
The occasional promotional tweet won’t do any harm, but it should not be the
focus of your Twitter feed.

5. Samantha Hilsenrod
About Samantha: A Communications major at Tulane University, Samantha
Hilsenrod has interned with public relations companies and the Gulf Restoration
Network, an environmental advocacy group.