how to use social media for media relations
DESCRIPTION
Social media can be an excellent tool to help you build relationships with reporters, which can ultimately help you score positive media coverage for your brand. In this presentation, I cover how social media can help you find the right reporters, learn more about them and what they cover and use this information to build a relationship with them.TRANSCRIPT
Using Social Media for Media Relations
Laura ClickBlue Kite Marketing
@lauraclick
What is media relations anyway?
Media relations is…Working with the media toprovide credible informationabout your brand toencourage positive news coverage
Can social media help?
Yes, social media can help youget media coverage.
Here’s how.
Find the right reporters
This was the old
way
But, now we have online tools
Search Twitter bios
Gain intelligence on reporters
(research)
What you can learn
• Read their blog / articles to see what they write about
• See what they’re sharing on social networks• Discover their hobbies & interests• Find mutual connections
Monitor relevant conversations
Monitoring tools
Twitter advanced search
Build relationships with reporters & influencers
But what does that MEAN?
Josh DeVineReporter, WSMV@WSMVJoshDeVine
“It's a wise idea for PR professionals to use social media not only to pitch stories or angles, but also to join the conversation on stories and build a relationship.
I think a lot of PR professionals miss an opportunity to become recognized by reporters. I hope it doesn't sound callous, but the more I know you, the more inclined I am to pay attention to your Tweets, mentions and DMs.”
“Relationships with media is just that - RELATIONSHIPS. Social media makes it easier to develop those relationships and stay top-of-mind.
But the tools should not be used to pitch a story. Rather to begin the relationship. You still have to use traditional methods to build on it.”
Gini DietrichCEO, Arment Dietrich@GiniDietrich
“Don't forget to read journo's blogs and content. Reference these works in a tweet as an intro and slowly create relationship based on what the journo is covering.
Retweet and share their posts, too. When a two-way link is established, don't pitch outright; patiently build the opportunity for a story pitch on a gradual basis.”
Jayme SoulatiPresident, Soulati Media@Soulati
How do you do this?
• Join conversations• Comment on articles and blog posts• Share their content on social networks• Talk about your shared interests• Share useful information or news tips
Promote your content
Build an online newsroom • Package content into a comprehensive story– Images – Video– Blog posts / releases– Data– Sources– Quotes
@lauraclick
DO
• Encourage your fans / followers to spread the word about your news
• Make it easy for reporters to find and share your content
• Send tips and story ideas – but ONLY if you’ve developed relationships first
Don’t
• Just share press releases • Blindly pitch reporters• Spam reporters• Send information that’s not relevant to what
they cover
You can do it!
Any questions?
@lauraclick
Laura ClickFounder & CEO - Blue Kite Marketing
www.flybluekite.com
Connect with me!Email: [email protected]: http://twitter.com/lauraclick Facebook: http://facebook.com/flybluekiteLinkedIn: http://linkedin.com/in/lauraclick