How PR Has Changed in 140 Characters or Less - PRSA Memphis

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The document is a presentation about how public relations is changing with the rise of social media like Twitter. It discusses how Twitter can be used for PR purposes like finding journalists, engaging with audiences, pitching stories, and creating buzz. Tools for monitoring Twitter like Google Alerts and HootSuite are also presented. The presentation aims to teach PR professionals best practices for using Twitter to build relationships and spread their messaging.

Business

How Public Relations is Changing in
140 Characters or Less
PRSA Memphis
June 8th, 2011

Sandra Fathi Email: sfathi@aﬀect.com
President, Aﬀect Twier: @sandrafathi
President, PRSA New York Chapter LinkedIn: Sandra Fathi
Slideshare: Slideshare.net/sfathi

PROPRIETARY & CONFIDENTIAL
6/8/11

Agenda

  Twitter for PR

  Finding Journalists & Bloggers on Twitter

  Tools for Monitoring & Finding Queries

  Engaging & Building Relationships

  Social Media Pitching Best Practices

  Finding the Story & Creating a Buzz

PROPRIETARY & CONFIDENTIAL

Did You Know?

175 million users. 95 million tweets per day.
(Twitter, Sept. 2010)

37% of journalists are required to maintain Twitter accounts
(PR Week, 2010)

52% of reporters now use Twitter as part of their jobs
(Cision/GSPM, 2010)

PROPRIETARY & CONFIDENTIAL

Twitter & PR

  Direct conduit to your target audiences; Media,
Customers, Employees, Prospects, Shareholders etc.

  Multi-use platform; News Distribution, Monitoring, Market
Research, Crisis Communications, Engagement,
Customer Service etc.

  Rapid response, no-cost, direct channel.

PROPRIETARY & CONFIDENTIAL

Finding Journalists on Twitter

PROPRIETARY & CONFIDENTIAL
6/8/11

Twitter: Vocus

PROPRIETARY & CONFIDENTIAL

Twitter: wefollow.com

PROPRIETARY & CONFIDENTIAL

Twitter: Listorious

PROPRIETARY & CONFIDENTIAL

Twitter: Muck Rack

PROPRIETARY & CONFIDENTIAL

Twitter: Lists

PROPRIETARY & CONFIDENTIAL

Tools for Monitoring & Finding Queries

PROPRIETARY & CONFIDENTIAL
6/8/11

Google Alerts

PROPRIETARY & CONFIDENTIAL

Twitter: Search

PROPRIETARY & CONFIDENTIAL

Twitter: journalisttweets

PROPRIETARY & CONFIDENTIAL

Twitter: HARO

PROPRIETARY & CONFIDENTIAL

Twitter: ProfNet

PROPRIETARY & CONFIDENTIAL

Twitter: #journchat

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Facebook: HARO

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Engaging & Building Relationships

PROPRIETARY & CONFIDENTIAL
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What To Know

1.  Provide full disclosure

2.  Seek opportunities for relevant engagement

3.  Become a resource/thought leader

4.  Value over noise

5.  Bring Online Offline

PROPRIETARY & CONFIDENTIAL

Retweets & Mentions

PROPRIETARY & CONFIDENTIAL

Blog Commenting

PROPRIETARY & CONFIDENTIAL

Relevant Engagement

PROPRIETARY & CONFIDENTIAL

Become a Resource

PROPRIETARY & CONFIDENTIAL

Taking the Convo
Offline

PROPRIETARY & CONFIDENTIAL

Social Media Pitching Best Practices

PROPRIETARY & CONFIDENTIAL
6/8/11

What To Know

1.  Set goals, objectives & strategies

2.  Communicate publicly

3.  Interaction over distribution

4.  Quality over quantity

5.  Be relevant

6.  Provide value

PROPRIETARY & CONFIDENTIAL

What To Avoid

1.  Releasing confidential information

2.  Attaching reporters’ names to irrelevant content

3.  Blatant flattery

4.  Repetitive content

5.  Inadvertently outing a reporter’s story

PROPRIETARY & CONFIDENTIAL

Content Creation

1.  Keep it short & simple

2.  Provide stats/numbers

3.  Link to images or video if possible

4.  Include links for more info

PROPRIETARY & CONFIDENTIAL

Finding the Story & Creating a Buzz

PROPRIETARY & CONFIDENTIAL
6/8/11

Trend Intervention &
Story Hijacking

PROPRIETARY & CONFIDENTIAL

Promoting Special
Offers

PROPRIETARY & CONFIDENTIAL

Promoting Special
Offers (cont’d)

PROPRIETARY & CONFIDENTIAL

Pitching the Case
Study

PROPRIETARY & CONFIDENTIAL

Pitching the Case
Study (cont’d)

PROPRIETARY & CONFIDENTIAL

Questions?

PROPRIETARY & CONFIDENTIAL
6/8/11

Contact Information & Resources:

On Slideshare – www.slideshare.net/sfathi

Sandra Fathi
Aﬀect
989 Avenue of the Americas, 6th Floor
New York, NY 10018

sfathi@aﬀectst.com
212 398 9680

Twier: @sandrafathi
Web: www.aﬀect.com
Blog: www.techaﬀect.com

PROPRIETARY & CONFIDENTIAL
6/8/11

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