This document provides guidance on using Twitter effectively for public relations purposes. It discusses how most journalists now use Twitter as part of their jobs and how PR professionals can build relationships with journalists and media on Twitter through active listening, engaging at events, and creative but respectful pitching over time rather than just sending pitches. It also provides tips on finding and engaging with influencers on Twitter and maintaining a personal Twitter profile.

1. A PR PRACTIONEER’S GUIDE TO TWITTER
Or How to Use Twitter Effectively to Do Better PR
Prepared by Chris Baccus (@cbaccus)
Executive Director Digital
October 2013

3. David Carr
The New York Times
JOURNALISTS AND TWITTER
"What is the state of play right now.“

4. JOURNALISTS AND TWITTER
BREAKING NEWS AND THE RISE OF “CITIZEN JOURNALISTS”

5. of U.S. Journalists have a
personal account on Twitter
59% International
The New Normal for News. Oriella PR Network Study. Digital Journalism Study 2013
JOURNALISTS AND TWITTER
78%

6. JOURNALISTS AND TWITTER
State of the Media Report. Vocus. 2013.

7. BUILDING YOUR NETWORK

8. Search.
BUILDING YOUR NETWORK
HOW DO YOU FIND WHO TO FOLLOW?

9. Google is your friend.
BUILDING YOUR NETWORK
FIND LISTS ONLINE

10. Publication identified and
sometimes additional
contact information
Your Twitter
followers who
follow this
person
BUILDING YOUR NETWORK
ELEMENTS OF A TWITTER PROFILE

11. Lists are your friend.
BUILDING YOUR NETWORK
EXTENDING YOUR NETWORK BY ASSOCIATION

12. Browsing a list
BUILDING YOUR NETWORK
LIST DETAILS

13. Public or Private?
Private (Accessible only to you)
Public (Anyone can view the list or subscribe to it)
BUILDING YOUR NETWORK
BUILDING YOUR OWN LIST

14. Choose the list or lists you want to associate that account with
BUILDING YOUR NETWORK
ADDING TO YOUR LISTS

15. Public Lists do notify the account holder. Private lists do not.
BUILDING YOUR NETWORK
PUBLIC LISTS

16. Add from the person’s profile page too.
BUILDING YOUR NETWORK
ADDING ACCOUNTS TO LISTS IS EASY AND QUICK

17. Don‘t want to create your own? Follow lists from people you trust.
BUILDING YOUR NETWORK
CAN ALSO FOLLOW OTHER’S LISTS

18. ENGAGING WITH MEDIA

19. “It's for hearing. Listening.”

20. Get to know who they are first
ENGAGING WITH MEDIA
ACTIVE LISTENING FIRST

21. “It depends on whether I know the person pitching
the story, or their affiliation.”
– National online digital magazine reporter
ENGAGING WITH MEDIA
SOURCE MATTERS TO JOURNALISTS

22. The New Normal for News. Oriella PR Network Study. Digital Journalism Study 2013
ENGAGING WITH MEDIA
PR IS AT A DISADVANTAGE

23. ENGAGING WITH MEDIA
State of the Media Report. Vocus. 2013.

24. - Patrick Garmoe, SpinSucks blog
ENGAGING WITH MEDIA
"In general I've found Twitter is the best practical
way to get directly through to journalists… I always
compare it to being in a convention hall. They're
open, they're meeting people, and you can just
walk right up to them.”

25. ENGAGING WITH MEDIA
BE HUMAN

26. ENGAGING WITH MEDIA
EVENTS ARE YOUR FRIEND

27. THE ART OF THE PITCH

28. Journalists who use social media
the most are the least open to pitches.
State of the Media Report. Vocus. 2013.
THE ART OF THE PITCH
THE SOCIAL MEDIA PITCH PARADOX

29. THE ART OF THE PITCH
THE CREATIVE PITCH - VIDEO

30. THE ART OF THE PITCH
State of the Media Report. Vocus. 2013.

31. Call or Email
Use Twitter to
Build the Relationship
THE ART OF THE PITCH
THE BEST PITCH

32. ENGAGING INFLUENCERS

33. They do have an audience you
want to reach, so respect and
approach with the same rigor as
pitching a journalist.
ENGAGING INFLUENCERS
INFLUENCERS ARE NOT MEDIA

34. Spammy influencer
outreach.
An agency decided to use
access to the corporate
account to “pitch”
influencers.
ENGAGING INFLUENCERS
THE WRONG WAY

35. PERSONALIZE
Start by using their name
PROVIDE VALUE
Quickly show why your pitch matters to them or their audience
LINK TO CONTENT
Provide a way to learn more
POSITIVE OUTRO
End with a thank you or invitation to their thoughts
ENGAGING INFLUENCERS
ELEMENTS OF PITCHING AN INFLUENCER

36. BE YOU

37. BE YOU
TWITTER IS NOT FACEBOOK OR LINKEDIN

38. BE YOU
BRING YOUR PERSONALITY INTO IT

39. BE YOU
KEEP UP WITH PR ON TWITTER
Join a Twitter Chat from Time to Time
#PR20CHAT
Tuesdays 5-6pm PST
#JOURNCHAT
Mondays 5-6pm PST
Read Industry Blogs that Discuss New Media

40. THANK YOU