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

About meAbout 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

• 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

Tweeting During This Presentation?

Use the hashtag #PPUpres

Tweeting During This Presentation?

Use the hashtag #PPUpres

Media Relations: The old wayMedia Relations: The old way

Media Relations: The new wayMedia Relations: The new way

Tweet it!New tools available to reach media such as @PitchEngine #PPUpres

Online newsrooms/press releasesOnline newsrooms/press releases

Databases at your fingertipsDatabases at your fingertips

Tweet it!Databases like http://www.nytimes.com/twitter & http://www.mediaontwitter.com/ white pages of journalists on Twitter #PPUpres

Requests come TO YOURequests come TO YOU

Connecting Reporters With Sources: ProfNet and HARO

Connecting Reporters With Sources: ProfNet and HARO

Tweet it!Follow accounts @helpareporter & @ProfNet on Twitter to match queries with sources #PPUpres

Talk directly to the mediaTalk directly to the media

Tweet it!Engage in Twitter chat @journchat, weekly chat that connects journalists, PR pros & bloggers #PPUpres

LEARN about who you’re pitchingLEARN 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

LEARN about who you’re pitchingLEARN 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

• 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 listThe new media list

Tweet it!Develop a media list with traditional and new contact info: Name, E-mail, Twitter ID, etc. #PPUpres

• 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 tipsPitching tips Tweet it!Get to know reporters and start engaging with them online BEFORE you ever start pitching #PPUpres

Pitching via Facebook

Pitching via Twitter

Bloggers: The New Journalists?Bloggers: The New Journalists?

• 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. ReportersPitching: Bloggers vs. Reporters

Source: http://thefuturebuzz.com/2010/08/30/marketing-pr-fluency/

Connect with reporters “IRL”Connect with reporters “IRL”Tweet it!Host a social media event & invite reporters to connect face-to-face & demonstrate your social media knowledge #PPUpres

• 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. . . Remember. . .

Tweet it!Social media is NOT the new media relations, it’s simply a tool to help with media and blogger relations #PPUpres

• 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 $, depending on plan)• Bit.ly (Shorten & track links): http://bit.ly/ (FREE)• Technorati: http://technorati.com/ (FREE)• Brian Solis: http://www.briansolis.com/ (FREE)• Cision: http://us.cision.com/ ($)

LinksLinks

Questions? Comments?Questions? Comments?

Twitter:@dferrari / @wordwritepr

Online:deannaferrari.com / wordwritepr.com

Thank You!

Twitter:@dferrari / @wordwritepr

Online:deannaferrari.com / wordwritepr.com

Thank You!