How PR Has Changed in 140 Characters or Less - PRSA Memphis

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Sandra Fathi

This presentation was given

Business

How Public Relations is Changing in
140 Characters or Less
PRSA Memphis
June 8th, 2011

Sandra Fathi Email: sfathi@aﬀect.com
President, Aﬀect Twier: @sandrafathi
President, PRSA New York Chapter LinkedIn: Sandra Fathi
Slideshare: Slideshare.net/sfathi

PROPRIETARY & CONFIDENTIAL
6/8/11

Agenda

  Twitter for PR

  Finding Journalists & Bloggers on Twitter

  Tools for Monitoring & Finding Queries

  Engaging & Building Relationships

  Social Media Pitching Best Practices

  Finding the Story & Creating a Buzz

PROPRIETARY & CONFIDENTIAL

Did You Know?

175 million users. 95 million tweets per day.
(Twitter, Sept. 2010)

37% of journalists are required to maintain Twitter accounts
(PR Week, 2010)

52% of reporters now use Twitter as part of their jobs
(Cision/GSPM, 2010)

PROPRIETARY & CONFIDENTIAL

Twitter & PR

  Direct conduit to your target audiences; Media,
Customers, Employees, Prospects, Shareholders etc.

  Multi-use platform; News Distribution, Monitoring, Market
Research, Crisis Communications, Engagement,
Customer Service etc.

  Rapid response, no-cost, direct channel.

PROPRIETARY & CONFIDENTIAL

Finding Journalists on Twitter

PROPRIETARY & CONFIDENTIAL
6/8/11

Twitter: Vocus

PROPRIETARY & CONFIDENTIAL

Twitter: wefollow.com

PROPRIETARY & CONFIDENTIAL

Twitter: Listorious

PROPRIETARY & CONFIDENTIAL

Twitter: Muck Rack

PROPRIETARY & CONFIDENTIAL

Twitter: Lists

PROPRIETARY & CONFIDENTIAL

Tools for Monitoring & Finding Queries

PROPRIETARY & CONFIDENTIAL
6/8/11

Google Alerts

PROPRIETARY & CONFIDENTIAL

Twitter: Search

PROPRIETARY & CONFIDENTIAL

Twitter: journalisttweets

PROPRIETARY & CONFIDENTIAL

Twitter: HARO

PROPRIETARY & CONFIDENTIAL

Twitter: ProfNet

PROPRIETARY & CONFIDENTIAL

Twitter: #journchat

PROPRIETARY & CONFIDENTIAL

Facebook: HARO

PROPRIETARY & CONFIDENTIAL

Engaging & Building Relationships

PROPRIETARY & CONFIDENTIAL
6/8/11

What To Know

1.  Provide full disclosure

2.  Seek opportunities for relevant engagement

3.  Become a resource/thought leader

4.  Value over noise

5.  Bring Online Offline

PROPRIETARY & CONFIDENTIAL

Retweets & Mentions

PROPRIETARY & CONFIDENTIAL

Blog Commenting

PROPRIETARY & CONFIDENTIAL

Relevant Engagement

PROPRIETARY & CONFIDENTIAL

Become a Resource

PROPRIETARY & CONFIDENTIAL

Taking the Convo
Offline

PROPRIETARY & CONFIDENTIAL

Social Media Pitching Best Practices

PROPRIETARY & CONFIDENTIAL
6/8/11

What To Know

1.  Set goals, objectives & strategies

2.  Communicate publicly

3.  Interaction over distribution

4.  Quality over quantity

5.  Be relevant

6.  Provide value

PROPRIETARY & CONFIDENTIAL

What To Avoid

1.  Releasing confidential information

2.  Attaching reporters’ names to irrelevant content

3.  Blatant flattery

4.  Repetitive content

5.  Inadvertently outing a reporter’s story

PROPRIETARY & CONFIDENTIAL

Content Creation

1.  Keep it short & simple

2.  Provide stats/numbers

3.  Link to images or video if possible

4.  Include links for more info

PROPRIETARY & CONFIDENTIAL

Finding the Story & Creating a Buzz

PROPRIETARY & CONFIDENTIAL
6/8/11

Trend Intervention &
Story Hijacking

PROPRIETARY & CONFIDENTIAL

Promoting Special
Offers

PROPRIETARY & CONFIDENTIAL

Promoting Special
Offers (cont’d)

PROPRIETARY & CONFIDENTIAL

Pitching the Case
Study

PROPRIETARY & CONFIDENTIAL

Pitching the Case
Study (cont’d)

PROPRIETARY & CONFIDENTIAL

Questions?

PROPRIETARY & CONFIDENTIAL
6/8/11

Contact Information & Resources:

On Slideshare – www.slideshare.net/sfathi

Sandra Fathi
Aﬀect
989 Avenue of the Americas, 6th Floor
New York, NY 10018

sfathi@aﬀectst.com
212 398 9680

Twier: @sandrafathi
Web: www.aﬀect.com
Blog: www.techaﬀect.com

PROPRIETARY & CONFIDENTIAL
6/8/11

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How PR Has Changed in 140 Characters or Less - PRSA Memphis

1. How Public Relations is Changing in 140 Characters or Less PRSA Memphis June 8th, 2011 Sandra Fathi Email: sfathi@aﬀect.com President, Aﬀect Twier: @sandrafathi President, PRSA New York Chapter LinkedIn: Sandra Fathi Slideshare: Slideshare.net/sfathi PROPRIETARY & CONFIDENTIAL 6/8/11

2. PROPRIETARY & CONFIDENTIAL

3. Agenda   Twitter for PR   Finding Journalists & Bloggers on Twitter   Tools for Monitoring & Finding Queries   Engaging & Building Relationships   Social Media Pitching Best Practices   Finding the Story & Creating a Buzz PROPRIETARY & CONFIDENTIAL

4. Did You Know? 175 million users. 95 million tweets per day. (Twitter, Sept. 2010) 37% of journalists are required to maintain Twitter accounts (PR Week, 2010) 52% of reporters now use Twitter as part of their jobs (Cision/GSPM, 2010) PROPRIETARY & CONFIDENTIAL

5. Twitter & PR   Direct conduit to your target audiences; Media, Customers, Employees, Prospects, Shareholders etc.   Multi-use platform; News Distribution, Monitoring, Market Research, Crisis Communications, Engagement, Customer Service etc.   Rapid response, no-cost, direct channel. PROPRIETARY & CONFIDENTIAL

6. Finding Journalists on Twitter PROPRIETARY & CONFIDENTIAL 6/8/11

7. Twitter PROPRIETARY & CONFIDENTIAL

8. Twitter: Vocus PROPRIETARY & CONFIDENTIAL

9. Twitter: wefollow.com PROPRIETARY & CONFIDENTIAL

10. Twitter: Listorious PROPRIETARY & CONFIDENTIAL

11. Twitter: Muck Rack PROPRIETARY & CONFIDENTIAL

12. Twitter: Lists PROPRIETARY & CONFIDENTIAL

13. Tools for Monitoring & Finding Queries PROPRIETARY & CONFIDENTIAL 6/8/11

14. Google Alerts PROPRIETARY & CONFIDENTIAL

15. HootSuite PROPRIETARY & CONFIDENTIAL

16. TweetDeck PROPRIETARY & CONFIDENTIAL

17. Radian6 PROPRIETARY & CONFIDENTIAL

18. Twitter: Search PROPRIETARY & CONFIDENTIAL

19. Twitter: journalisttweets PROPRIETARY & CONFIDENTIAL

20. Twitter: HARO PROPRIETARY & CONFIDENTIAL

21. Twitter: ProfNet PROPRIETARY & CONFIDENTIAL

22. Twitter: Lists PROPRIETARY & CONFIDENTIAL

23. Twitter: #journchat PROPRIETARY & CONFIDENTIAL

24. Facebook: HARO PROPRIETARY & CONFIDENTIAL

25. Engaging & Building Relationships PROPRIETARY & CONFIDENTIAL 6/8/11

26. What To Know 1.  Provide full disclosure 2.  Seek opportunities for relevant engagement 3.  Become a resource/thought leader 4.  Value over noise 5.  Bring Online Offline PROPRIETARY & CONFIDENTIAL

27. Retweets & Mentions PROPRIETARY & CONFIDENTIAL

28. Blog Commenting PROPRIETARY & CONFIDENTIAL

29. Relevant Engagement PROPRIETARY & CONFIDENTIAL

30. Become a Resource PROPRIETARY & CONFIDENTIAL

31. Taking the Convo Offline PROPRIETARY & CONFIDENTIAL

32. Social Media Pitching Best Practices PROPRIETARY & CONFIDENTIAL 6/8/11

33. What To Know 1.  Set goals, objectives & strategies 2.  Communicate publicly 3.  Interaction over distribution 4.  Quality over quantity 5.  Be relevant 6.  Provide value PROPRIETARY & CONFIDENTIAL

34. What To Avoid 1.  Releasing confidential information 2.  Attaching reporters’ names to irrelevant content 3.  Blatant flattery 4.  Repetitive content 5.  Inadvertently outing a reporter’s story PROPRIETARY & CONFIDENTIAL

35. Content Creation 1.  Keep it short & simple 2.  Provide stats/numbers 3.  Link to images or video if possible 4.  Include links for more info PROPRIETARY & CONFIDENTIAL

36. Twitter PROPRIETARY & CONFIDENTIAL

37. Twitter PROPRIETARY & CONFIDENTIAL

38. Finding the Story & Creating a Buzz PROPRIETARY & CONFIDENTIAL 6/8/11

39. Trend Intervention & Story Hijacking PROPRIETARY & CONFIDENTIAL

40. Promoting Special Offers PROPRIETARY & CONFIDENTIAL

41. Promoting Special Offers (cont’d) PROPRIETARY & CONFIDENTIAL

42. Pitching the Case Study PROPRIETARY & CONFIDENTIAL

43. Pitching the Case Study (cont’d) PROPRIETARY & CONFIDENTIAL

44. Questions? PROPRIETARY & CONFIDENTIAL 6/8/11

45. Contact Information & Resources: On Slideshare – www.slideshare.net/sfathi Sandra Fathi Affect 989 Avenue of the Americas, 6th Floor New York, NY 10018 sfathi@affectst.com 212 398 9680 Twier: @sandrafathi Web: www.affect.com Blog: www.techaffect.com PROPRIETARY & CONFIDENTIAL 6/8/11

How PR Has Changed in 140 Characters or Less - PRSA Memphis

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