Social Media: A New Tool In Media Relations

2,167 views

Published on

Presented by Senior Account Executive Deanna Ferrari to Point Park University grad students in their media relations class.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,167
On SlideShare
0
From Embeds
0
Number of Embeds
1,065
Actions
Shares
0
Downloads
31
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media: A New Tool In Media Relations

  1. 1. Social Media: A New Tool In Media Relations Social Media: A New Tool In Media Relations Presented to Point Park University Grad Students By Deanna Ferrari Presented to Point Park University Grad Students By Deanna Ferrari
  2. 2. About me • Graduate of Slippery Rock University (B.S., Public Relations) • Senior Account Executive, WordWrite Communications • Blogger, PRetty in Pittsburgh • Director-At-Large, Communications, PRSA Pittsburgh • Award-winning social media specialist
  3. 3. Tweeting During This Presentation? Use the hashtag #PPUpres
  4. 4. Media Relations: The old way
  5. 5. Media Relations: The new way
  6. 6. Tweet it! New tools available to reach media such as @PitchEngine #PPUpres Online newsrooms/press releases
  7. 7. Databases at your fingertips Tweet it! Databases like http://www.nytimes.com/twitter & http://www.mediaontwitter.com/ white pages of journalists on Twitter #PPUpres
  8. 8. Requests come TO YOU
  9. 9. Connecting Reporters With Sources: ProfNet and HARO Tweet it! Follow accounts @helpareporter & @ProfNet on Twitter to match queries with sources #PPUpres
  10. 10. Talk directly to the media Tweet it! Engage in Twitter chat @journchat, weekly chat that connects journalists, PR pros & bloggers #PPUpres
  11. 11. LEARN about who you’re pitching Tweet it! Learn who you pitch: Read articles they've written, their bio/about on outlet website, follow them on Twitter, etc. #PPUpres
  12. 12. LEARN about who you’re pitching Tweet it! Learn who you pitch: Some journalists offer advice via their social networks. See what they like and what they DON’T #PPUpres
  13. 13. • Name • E-mail address • Phone number • Twitter handle • Blog • Last posts written • Name • E-mail address • Phone number • Twitter handle • Blog • Last posts written The new media list Tweet it! Develop a media list with traditional and new contact info: Name, E-mail, Twitter ID, etc. #PPUpres
  14. 14. • Follow and engage in dialogue with reporter(s) on social media: build a relationship/trust before you ever try to pitch them (as simple as saying hi and introducing yourself) • Make sure your pitch is on topic and tailored to the reporter • Use the most appropriate channel when making initial pitch after you’ve learned more about the reporter (e-mail, phone, social media) • Send quick links to an online newsroom, video or photos to make it easy, interactive, compelling • Follow up, but be polite and not a stalker • If you have built a good enough relationship with a reporter, ask for advice • Follow and engage in dialogue with reporter(s) on social media: build a relationship/trust before you ever try to pitch them (as simple as saying hi and introducing yourself) • Make sure your pitch is on topic and tailored to the reporter • Use the most appropriate channel when making initial pitch after you’ve learned more about the reporter (e-mail, phone, social media) • Send quick links to an online newsroom, video or photos to make it easy, interactive, compelling • Follow up, but be polite and not a stalker • If you have built a good enough relationship with a reporter, ask for advice Pitching tips Tweet it! Get to know reporters and start engaging with them online BEFORE you ever start pitching #PPUpres
  15. 15. Pitching via Facebook
  16. 16. Pitching via Twitter
  17. 17. Bloggers: The New Journalists?
  18. 18. • A blogger is not a journalist, but some have just as much, if not more influence • Pitch a blogger the same way you’d pitch a reporter: be thoughtful, on-topic and develop a solid pitch • Know a blog is NOT a newspaper/newsroom • Build relationships and trust along the way • A blogger is not a journalist, but some have just as much, if not more influence • Pitch a blogger the same way you’d pitch a reporter: be thoughtful, on-topic and develop a solid pitch • Know a blog is NOT a newspaper/newsroom • Build relationships and trust along the way Pitching: Bloggers vs. Reporters
  19. 19. Source: http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/
  20. 20. Connect with reporters “IRL” Tweet it! Host a social media event & invite reporters to connect face-to-face & demonstrate your social media knowledge #PPUpres
  21. 21. • Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations • Bloggers are NOT journalists, but a new community of people, like journalists, who have influence and are therefore important to your brand • Make connections before you need them • Use social media effectively and to your advantage • Traditional tactics in media relations still apply and always will • Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations • Bloggers are NOT journalists, but a new community of people, like journalists, who have influence and are therefore important to your brand • Make connections before you need them • Use social media effectively and to your advantage • Traditional tactics in media relations still apply and always will Remember. . . Tweet it! Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations #PPUpres
  22. 22. • Media on Twitter: http://www.mediaontwitter.com/ (FREE) • Help a Reporter Out (HARO): http://www.helpareporter.com/ (FREE) • ProfNet: https://profnet.prnewswire.com/ ($) • PitchEngine: http://www.pitchengine.com/ (FREE and $, depending on plan) • Bit.ly (Shorten & track links): http://bit.ly/ (FREE) • Technorati: http://technorati.com/ (FREE) • Brian Solis: http://www.briansolis.com/ (FREE) • Cision: http://us.cision.com/ ($) • Media on Twitter: http://www.mediaontwitter.com/ (FREE) • Help a Reporter Out (HARO): http://www.helpareporter.com/ (FREE) • ProfNet: https://profnet.prnewswire.com/ ($) • PitchEngine: http://www.pitchengine.com/ (FREE and $, depending on plan) • Bit.ly (Shorten & track links): http://bit.ly/ (FREE) • Technorati: http://technorati.com/ (FREE) • Brian Solis: http://www.briansolis.com/ (FREE) • Cision: http://us.cision.com/ ($) Links
  23. 23. Questions? Comments? Twitter: @dferrari / @wordwritepr Online: deannaferrari.com / wordwritepr.com Thank You!

×