social media for public information officers
DESCRIPTION
Presentation given by Natalie Wardel and Janelle Hanson at the Utah PIO Conference in Sept. 2013. How to Pitch Media, public relations tips, and social media tools to use as well as some ideas and best practices for police officers, state agencies, etc.TRANSCRIPT
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Social Media from the Media for the Media
Natalie Wardel Janelle Hanson
@nataliewardel @JanelleKSL
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WORKING WITH THE MEDIA
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How do I work with media to get coverage for a story?
Media need PIOs
PIOs Need Media
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What is the Assignment Desk?
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What Does the Assignment Desk Do?
Monitors police scanner traffic
Filter news tips
• Phone
• Social media
Coordinate content
Allocates newsroom resources
• Where reporters and photographers will be assigned
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What does the media need during news?
Breaking news
• What happened
• To whom it happened to
• When it happened
• Where it happened
• How it happened
• And any more details you know
Feature stories
• A “first”
• Unusual, Quirky, Unique and Compelling
• Kids and Animals
• Celebrities
• Human Interest stories
• Trends
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Multi-platform news
TV: Visual aspects, Interviews,
Photos
Radio: Instant, live
Print: Photos, longer, in-depth
stories
Web: Video, photos for gallery
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Questions to answer when pitching pre-planned stories to media
Does your press release contain all
necessary information?
No seriously.
• Does your press release contain ALL necessary information?
Who is your audience?
Is it exclusive to one station or medium?
Anticipate questions
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BECOMING YOUR OWN MEDIA NETWORK BY USING SOCIAL MEDIA
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Why use social media at all?
• First: community outreach, public information, response and relationship building.
• Second: “monitoring,” crime prevention and tracking.
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The media can’t cover every story. Tell your residents what you are doing and what is happening without waiting for the media.
“Social Media” is an umbrella term for any place where people congregate online. Find out where your people are.
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Do’s and Don’ts of your social voice
Do’s
• Publish up-to-date information
• Interact and answer questions
• Remember you’re on the record
• Have a schedule of who’s “on” to post
Don’ts
• Post incorrect or incomplete information
• Rant, moan or complain
• Go silent
• Ignore questions
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Learn how to use social media now, so that when high profile events happen, you have a strategy in place
What to send:
Advise media and others about what is happening.
Correct misinformation
Go beyond broadcasting to also listening.
Be human.
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There are 1,640,000 Facebook users in Utah.
• Second largest website in the world. The biggest audience in social media
• Content goes viral quickly with a “share” or “like”
• Analytics show you who you are reaching in almost real-time
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Public agencies can have a page where they post news, updates, etc.
Answer questions from public
Post documents, links, etc.
Post pictures
Orem:
Shows personality
Updates almost daily
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Twitter users are your vocal, word of mouth audience
• Stream of links, photos and text
• Where news breaks and people talk about it
• PIOs can respond to conversation in real-time
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Twitter and News
• Tweet accurate info that can go straight to air
• Tweeting updates will save us and you time
• Tweet pictures we can use
• Tweet links to full stories
• Even if you don’t have a lotof info, Tweet what you doknow.
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Provo Police effectively used Twitter to communicate with media
Up to date information over two-day period.
Provided tips for accessing staging location.
Tweeted photo we could use.
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Herriman communicated with public in search for missing child
Provided photos that people and media could use
Asked for volunteers
Provided updates to residents
Consistently provided information
Reputation of use of social media in the past let to @BeReadyHerriman to have a receptive audience.
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SOCIAL MEDIA TOOLSFind something that fits your needs in the office and on the go
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Find an app that you are comfortable with before breaking news happens
Download this
Facebook pages
And one of these
Native Twitter app
Hootsuite
Buffer
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Facebook Pages
• App designed by Facebook to edit pages (not profiles)
• Will ensure that your status update is posted in the right location
• Sends you push notifications when you receive a message
• Allows you to upload pictures on the go
• iPad app also available
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Twitter app
• Can switch to multiple Twitter accounts
• Access Twitter search
• Edit and access Twitter lists
• Works on phone, tablet and online
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Hootsuite
• Can post to Twitter and Facebook at the same time
• Pro account: Multiple users and members of teams
• Schedule posts • Follow hashtags and lists• Track stats and data on
links• iPad app, Desktop version
and Chrome plug in
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Buffer
• Simple app. Can post to Twitter, Facebook, LinkedIn, etc
• Easily schedule tweets or publish them
• Works on phone and online
• CANNOT: See mentions, follow lists, etc.
• NOT GOOD FOR BREAKING NEWS
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OUT OF THE BOX EXAMPLESIf you are feeling more adventurous
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Case study: Seattle Police Department
Tell the story of covering the police beat while connecting with an audience
Most of their tweets are replies –answering questions and informing public
Over 45,000 followers on Twitter, and a popular blog on seattle.gov
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Out of the Box use of social media #operationorangefingers
To raise awareness about the new legalized marijuana regulations, Seattle Police handed out 1,000 bags of Doritos at Hempfest.
The Doritos all had a sticker describing the new law and regulations
They attracted national media attention and pointed people to a blog post that had more information
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But aren’t they police?
"For us, the big idea isn't that we want to entertain people—we want to engage people," says Sgt. Sean Whitcomb, SPD public affairs director. "There are going to be situations where it's crucial to get public-safety information out quickly, and we believe we've built an audience where we can do that effectively. People come to us because they find us engaging. But when it starts to get real, they know that we're going to be on it."
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With great power comes great responsibility
Denver Police sent a tweet that led to a confusing evaluation of journalism that in the end made no sense.
Lesson: It’s OK to be frustrated with media coverage, life, etc. but think twice before venting it out on social media
Success: Denver Police host an Ask Me Anything (AMA) on Reddit and answers tough questions on marijuana legislation, SWAT use, etc.
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TWITTER HOW TO
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Twitter terms
• Hashtag: Search team. Dialing into a specific conversation about a specific topic.
• Username: The name you are known by on Twitter. If someone puts an @ in front of your username, they can send you a public message, i.e. @username.
• @mention: Responding to someone on Twitter or starting a conversation.
• Retweet – Resending another user’s tweet by using the retweet button or adding “RT” in front of their tweet. (MT = modified retweet, usually edited for characters)
• Favorite: “star” tweets to remember them and find them later.
• Direct Message: a private message on Twitter. Can only be sent to someone you are following who is following you back.
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Only people following @GraniteSchools and @MrMixPixLix will see this on their timeline.
Because this has a character in front of it (“), it will be visible to everyone.
The difference between @replies and retweets
Another good resource:
www.momthisishowtwitterworks.com/
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Hashtag: #utpio13
Hashtag lets you dial into a conversation. Eliminates static and noise.
Set a hashtag early on in event or incident and tweet it out.