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Using Social Media for Media Relations

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Public Relations Manager Misty Fry presented these slides at the 2010 YouToo Conference sponsored by Akron PRSSA and Kent State University on April 16.

The slides provide information using social media for media relations

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Using Social Media for Media Relations

  1. 1. Media Relations in a Social World: Connecting and pitching through social networks April 16, 2010
  2. 2. About Misty:: <ul><ul><li>Public Relations Manager, thunder::tech </li></ul></ul><ul><li>Communications strategies </li></ul><ul><li>Media relations </li></ul><ul><li>Brand identity </li></ul><ul><li>Social media </li></ul>
  3. 3. Why social media for media relations? <ul><li>Connect with journalists where they are </li></ul><ul><li>Relationship building </li></ul><ul><li>Instantaneous information and feedback </li></ul><ul><li>Opportunity for personalized, succinct pitches </li></ul>
  4. 4. Barriers:: <ul><li>Time </li></ul><ul><li>Understanding of networks </li></ul><ul><li>Lots of noise </li></ul><ul><li>Journalist personal usage/preferences </li></ul>
  5. 5. How the industry is changing :: <ul><li>Consolidation of responsibilities </li></ul><ul><li>Use of freelancers </li></ul><ul><li>Blog-like framework for articles (usage of comments, “share this” functionality) </li></ul><ul><li>Heavier reliance on social networks for story ideas </li></ul><ul><ul><li>HARO </li></ul></ul><ul><ul><li>ProfNet </li></ul></ul>
  6. 6. How are journalists using social media? <ul><li>Story research </li></ul><ul><li>To find quotes or sources </li></ul><ul><li>Following companies or brands to learn about their activities </li></ul><ul><ul><ul><li>“ 89 percent of journalists turn to blogs for story research and 65 percent use social networking sites such as Facebook and LinkedIn.” </li></ul></ul></ul><ul><ul><ul><li>– Jeremy Porter (Journalistics), citing Cision survey results </li></ul></ul></ul>
  7. 7. Taking media relations online:: <ul><li>Do your homework first. </li></ul>
  8. 8. How to relate :: Listen and participate <ul><li>Comment on blogs </li></ul><ul><li>Retweet interesting messages </li></ul><ul><li>Start a conversation </li></ul><ul><li>Be clear about who you represent and what your intentions are </li></ul>
  9. 9. How to relate :: Think before you post <ul><li>Use online opportunities to share relevant information </li></ul><ul><li>Don’t span or harass </li></ul><ul><li>Be real </li></ul>
  10. 10. How to relate :: Be a resource <ul><li>Gain the trust of a reporter by: </li></ul><ul><ul><li>Being concise </li></ul></ul><ul><ul><li>Offering a relevant message </li></ul></ul><ul><ul><li>Making their job easier </li></ul></ul><ul><ul><li>Keeping in touch </li></ul></ul>
  11. 11. How to relate :: Be a resource <ul><ul><ul><li>“ All the PR polish, best practices, and well-written pitches in the world will not do a damned thing if your project, product, or idea isn’t interesting. And that means interesting to other people.” </li></ul></ul></ul><ul><ul><ul><li>– Amber Naslund, Director of Community Relations for Radian6 social media monitoring </li></ul></ul></ul>
  12. 12. Define your message::
  13. 13. Define your platform :: LinkedIn <ul><li>Use as a research platform </li></ul><ul><li>Post updates regarding your client projects and news </li></ul><ul><li>Join groups which allow you to make connections </li></ul><ul><li>Pitch carefully – send personal messages that are relevant and timely </li></ul>
  14. 14. Define your platform :: Facebook <ul><li>Keep it casual </li></ul><ul><li>Research personal interests </li></ul><ul><li>Share your company fan page </li></ul><ul><li>Be aware of your own presence </li></ul>
  15. 15. Define your platform :: Twitter <ul><li>The 140-character pitch: </li></ul><ul><ul><li>Pitch people you engage – do not follow only for the purpose of pitching </li></ul></ul><ul><ul><li>Always use links for more information </li></ul></ul><ul><ul><li>Create a hash tag for your company, agency or event </li></ul></ul>
  16. 16. The “new” newsroom:: <ul><li>Web site media rooms </li></ul><ul><li>Facebook fan pages </li></ul><ul><li>Company blog </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul>
  17. 17. Monitoring and measuring:: <ul><li>Free tools: </li></ul><ul><ul><li>HowSociable? </li></ul></ul><ul><ul><li>Google analytics </li></ul></ul><ul><ul><li>Twilert </li></ul></ul><ul><ul><li>Facebook Insights </li></ul></ul><ul><li>Premium tools: </li></ul><ul><ul><li>Radian6 </li></ul></ul><ul><ul><li>Meltwater </li></ul></ul><ul><ul><li>Vocus </li></ul></ul>
  18. 18. The End:: Questions?
  19. 19. <ul><li>Connect with Misty: </li></ul><ul><ul><li>LinkedIn: www.linkedin.com/in/mistyfry </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Follow thunder::tech </li></ul></ul><ul><ul><ul><li>On the Web: www.thundertech.com </li></ul></ul></ul><ul><ul><ul><li>Twitter: @thundertech </li></ul></ul></ul><ul><ul><ul><li>Blog: chatter.thundertech.com </li></ul></ul></ul><ul><ul><ul><li>Facebook: facebook.com/thundertechmarketing </li></ul></ul></ul>Thank you!::

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