PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

New Media + Public Relations

How to utilize new media for clients & PR efforts

SEPTEMBER 10, 2010 ACCOUNT ASSISTANT NEW MEDIA TRAINING

JASCULCA • TERMAN & ASSOCIATES

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Did you know…

• 89% journalists cite blogs & use information from blogs in their news stories

• 52% of reporters now use Twitter as part of their jobs

(study by Cision/GSPM)

• 37% of journalists are required by their publications to maintain Twitter accounts (study by PRWeek)

• 65% of journalists use Facebook for their work

(study by Cision/GSPM)

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Not everyone relies solely on social media

• 84% believe social media to be less reliable

• Most journalists turn to public relations professionals for assistance in their primary research– interviews– access to sources/experts– background information, etc.

• We have gone from consuming news through traditional media and websites to having the news broadcast to us by our social network of friends. – Social news is finding us.

• 75% of news consumed online is through shared news from social networking or e-mail.

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Proper Pitching: Things to AVOID

“Pimping out” your client news• You can tweet about it,

but don’t go overboard.• i.e. Over-pimped:

• Instead, make it personable– Some include “CLIENT” in tweets to disclose that they’re being paid to

promote the client (per the FTC) • i.e. Well-done:

12pm: @maloriejanasek: “Don’t miss @ILMEC’s upcoming event THIS WKND! Food, fun 4 whole family: http://bit.ly”

1:30pm: @maloriejanasek: “Did u hear about @ILMEC’s family night this Saturday? More info: http://bit.ly”

2:15pm: @maloriejanasek: “COOL EVENT! @ILMEC is hosting a #fun night 4 all! #Food, #family & more! http://bit.ly”

@maloriejanasek: “CLIENT/Check out the @ILMEC’s new photo album on Facebook. Great #event photos: http://bit.ly”

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Proper Pitching: Things to AVOID

Straight out traditional pitching• It’s impossible to use the same methods that were being used 10

years ago – things have changed! – Use new tools to integrate video, photo and other relevant

information for your client • (i.e. *Pitch Engine – more in a few slides!)

• Avoid blasting reporters with press releases– Reporters already receive A TON of email so they probably will not

read yours

• Avoid sending information to people/reporters you don’t know or haven’t “connected” with yet

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

STEP #1: Research• If you have a reporter/journalist you want to pitch,

start by learning more about the person. – This is extremely important for building relationships– Visit his/her media outlet’s website - read the bio– Research to figure out their areas of interest

• Use Google to find out what his/her Twitter, Facebook and LinkedIn profiles are

• Find and closely read their blog – note any common themes or interests that may align with your pitch

From your research, you may realize that a reporter isn’t

really the right one to pitch your story to!

Pitching Properly: What TO Do

TIP: Search reporter NAME +

SOCIAL PLATFORM (i.e.

Facebook, Twitter) for

direct results

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

TIP #2: CONNECT• Establish relationships before pitching

– It is essential to reach out in some way before pitching, weeks in advance

• Follow on Twitter AND engage – simply following is not enough

• RT content, send @ messages

• Become a “fan” of his/her Facebook page– Send a brief note on Facebook - not pitching a story, but

sharing one of his/her posts that you like and asking to connect.

• This way, by the time you are ready to pitch the journalist, you’re already on his/her radar

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

TIP #2: CONNECT – continued• Comment on a reporter’s blog posts

– Give feedback and share your own ideas on what they’ve written

• Connect with media types on Twitter– Enter conversations where you can provide an expert– Offer to write a blog post and save the reporter some time

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

TIP #3: LISTEN• Be a good listener and pay attention to what

journalists’ need– Who is looking for a story or an idea? Connect with

them!– Journalists would rather be helped out than be

pitched.

• Help A Reporter Out – use HARO– An entirely free, online resource that connects

sources and reporters• Every day, it brings nearly 30,000 reporters and bloggers,

over 100,000 news sources and small businesses together to tell their stories, promote their brands

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

Create a multi-dimensional media plan• Don’t make your social media pitch plan the entire plan

– Use a variety of tools like press releases, article marketing sites, blogs and social networking sites to make a well-rounded plan

ENGAGE >> talk with them, don’t talk AT them• Soliciting a response requires…

RESEARCH + CREATIVITY + STRATEGY

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

The Twitter pitch• Direct Messages (DM) vs. @mentions?

– It varies – some journos and bloggers prefer DM, others @mentions

• If the reporter is following you back, go for the DM. It’s private.• Since the reporter is following you, he/she is interested in what

you have to say.

– Some reporters only follow PR folks they’ve establish relationships with

• First, get his/her attention through engagement• Then, use @mentions to pitch your message

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

The Twitter pitch - @mention• Assuming you’ve already been interacting with a reporter & you know

your pitch is right up their alley…– Begin by sending a tweet (not DM)

– Some journos feel an @mention is more appropriate than a direct message for “first contact”

@ebolajourn: I loved your story on ebola. I think I’ve got a good resource for a followup article on ebola in the US. Can I send u info?

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

The Twitter pitch – Direct Message (DM)• If a reporter follows you, you have the ability to send private, direct

messages. – Some prefer DMs over @mentions because he/she knows who they are

speaking with regarding a story

– Remember, not everyone checks DMs as often as others, so it’s important to follow up another way

D TribLocalPat: I loved your story on the Oak Park Festival. I think I’ve got a good resource for a followup article on other OP events. Can I send u info?

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

The Twitter pitch – Direct Message (DM)• Use hashtags to stream pitches

– Create a custom one for your agency, client, etc.

- @TJFWingspread

• Start outreach WEEKS in advance before you want a story from a reporter

Participants of TJF Freshwater Summit announce their Call to Action 9/15 in DC – follow us 4 live updates! #wateraction http://bit.ly/cGHhk2

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

The Email pitch• Avoid sending a press release

– Many journalists and bloggers prefer a short pitch so they can decide whether or not they want additional information

– Don’t send an attachment unless they’ve requested it

• Send an introductory e-mail, first– Some say you should first ask for permission to send a pitch

before sending the actual pitch

• The subject line is crucial – most important aspect– Should be straightforward and compelling

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

The Email pitch – what should it say?• Get to the point

– State your purpose in the first few sentences• Highlight key words• Add URL links• Have a pre-made tweet in your email

• Keep it short, concise– Leave out any unnecessary details

• Use natural language– Keep the tone easy and light

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitching Properly: What TO Do

The Email pitch – what should it say?• Niche-focused, applicable content

– Must be relevant to who you are pitching– Reporters and bloggers won’t read “general” pitches

• Personalize each pitch– Tell the journo why your pitch is relevant to his/her blog

and how it relates to past stories• Make reference to a past story or blog post to highlight a

connection

– Your pitch should answer a question or solve a problem that the journo’s audience is concerned with or interested in

• Don’t use: “I think your audience would love to know that...”

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Using Twitter as a tool

Twitter is great for research• Use Twitter lists

– Discover media outlets, journalists and bloggers– Identify other influential audiences in your industry

• Build your own Twitter lists– Create lists of reporters and publications in your industry

• Lead to discovery– Help you keep up with the latest news and trends– Learn which stories and issues are of high-interest to journalists

In this era, part of the PR pro’s new job is to create, seed and cultivate content about clients in the social streams.

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Journalists and Media on Twitter

BIO: A behind the scenes look at “Anderson Cooper 360°”written by Anderson Cooper and the show’s correspondents and producers.

CNN.com is among the world's leaders in online news and information delivery.

Vs.

BIO: Covering all angles.

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Creating a Twitter List

Click to add to list!

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Building media lists – Twitter Lists

Use online resources and lists built by others• The Huffington Post

– Niche-audiences and causes• Energy• Illinois Politics (2010 election for governor)

– Local news• Chicago Sports• Chicago People• Chicago News

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Building media lists – Twitter Lists

• Mashable– Politics & Causes

• Climate Change (WWF)• NYT Environmental • Civil & Human Rights

– Local news• Chicago• Chicago Tribune staff• RedEye staff• NBC Chicago staff

Sign-in with your Twitter account & follow lists

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Building media lists – Twitter Lists

Your JT supervisor wants you to…• Build a media list of local news outlets in Columbus, Ohio.

• Google – search Columbus Ohio News• Visit a news outlet’s website for Twitter link or Google further• Check out Twitter page to see lists the news outlet is on• Build your Columbus media list from there!

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Social Media News Release (SMNR)

Image provided by Shift.com

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Pitch Engine

• Pitch Engine is used by in-house PR pros, agency reps and other communication professionals

• Incorporate multi-media• Shareable• Broader audience reach

• Bloggers and journalists• Investors and consumers• Online influencers

Social Media Release (SMR) – a reinvention of the traditional press release

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

#journchat

• #journchat is a hashtag used to congregate a weekly Twitter conversation between journalists, bloggers and PR professionals

• Created and moderated by Sarah Evans (@prsarahevans)

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Online tools for PR Professionals

TweetChat• Live Twitter chats are becoming increasingly

popular • Allows for a condensed period of conversation

– Can be moderated or led to achieve the best results

• Allows you to follow a subject or hashtag– Makes it easy to participate

PR Value: Allows for real-time observation and participation in conversations that might be of interest to your clients / brands.

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Online tools for PR Professionals

Addictomatic• An 'at-a-glance' dashboard looking at

mentions across the major social platforms– Blogs, Twitter, Digg, YouTube, Flickr, etc.

PR Value: Great way to stay on top of brand / campaign mentions at any point in the day. Tip: Set up several searches, save them in “favorites” and check in 2-3 times a day.

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Online tools for PR Professionals

HootSuite• Easiest way to manage multiple social media accounts

– Add Facebook, Twitter, LinkedIn, Foursquare, Blog, etc.

• Allows for the scheduling of posts

PR Value: Great for managing campaigns on a small / mid-sized scale. Also great for staying current with the latest industry news and developments

JT New Media team

uses!

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Online tools for PR Professionals

HootSuite• Easiest way to manage multiple social media accounts

– Add Facebook, Twitter, LinkedIn, Foursquare, Blog, etc.

• Allows for the scheduling of posts

PR Value: Great for managing campaigns on a small / mid-sized scale. Also great for staying current with the latest industry news and developments

JT New Media team

uses!

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

HOW TO: Build a Listening Dashboard

Dashboard Tools• NetVibes• iGoogle

Listening Tools• Google Alerts• Twitter Search• socialmention• IceRocket

PUBLIC AFFAIRS EVENTS DESIGN NEW MEDIA VIDEO

Thank YouQuestions?