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.
14. 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
19. “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
Josh DeVine Tweets, mentions and DMs.”
Reporter, WSMV
@WSMVJoshDeVine
20. “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 Dietrich
CEO, Arment Dietrich
@GiniDietrich
21. “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 Soulati
President, Soulati Media
@Soulati
22. 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
24. Build an online newsroom
• Package content into a comprehensive story
– Images
– Video
– Blog posts / releases
– Data
– Sources
– Quotes
@lauraclick
25.
26.
27. 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
28. Don’t
• Just share press releases
• Blindly pitch reporters
• Spam reporters
• Send information that’s not relevant to what
they cover
31. Laura Click
Founder & CEO - Blue Kite Marketing
www.flybluekite.com
Connect with me!
Email: laura@flybluekite.com
Twitter: http://twitter.com/lauraclick
Facebook: http://facebook.com/flybluekite
LinkedIn: http://linkedin.com/in/lauraclick
@lauraclick
Hinweis der Redaktion
That all sounds pretty good, right?
Whether it be journalists, bloggers or experts within your niche, social media offers unprecedented access and insight into key influencers. And oftentimes, you’ll find these folks are far more accessible through social media than any other channel.
That all sounds pretty good, right?
That all sounds pretty good, right?
Before pitching your brand’s story to a reporter, wouldn’t it help to know more about the reporter and what he or she writes about?Before social media, that mostly meant reading all of their articles. But now, social media allows you to go even deeper with your research to develop a better understanding of the reporter, blogger or influencer.
One of the most important aspects of media relations in general is monitoring the conversations about your brand, your industry and your competitors. Social media allows you to do that in real time. This opens up the opportunity to jump into conversations that are relevant to your brand.
This is a great way to stay on top of what’s being said about your brand, your industry and your community. This also helps you find opportunities to jump in and educate people when the time is right.
Social media offers the incredible opportunity to build relationships to reporters, bloggers and influencers. Instead of going to networking events or taking reporters to lunch, you can now get to know these individuals right from your desk. Why is this important? Reporters want to deal with people they already know, like and trust.
That all sounds pretty good, right?
Social media does offer the ability to amplify your content and get it into the hands of more people. But, there is a reason why this is last point on the list. Although this can be important and incredibly useful, sharing your content on social channels is the easiest thing to do and what people tend to do first. I would argue that spending time doing the other three things first is far more valuable. That way, when you get to the point of promoting your content, you won’t really need to.