Leveraging current and creating new relationships with media and bloggers through social media efforts.

1. RELATIONSHIPS & SOCIAL MEDIA:
CONNECTING WITH MEDIA & BLOGGERS
NIKKI LITTLE | IDENTITYPR.COM | @NIKKI_LITTLE

2. WHAT WE’LL DISCUSS:
o Social media is an extension of PR
o Media and blogger similarities/differences
o What to do before, during and after creating
media/blogger relationships
o Leveraging positive coverage online
o Getting strategic with relationship building

3. SOCIAL MEDIA SHOULD NOT
OPERATE IN ITS OWN BUCKET

4. CONNECT PR RELATIONSHIPS
TO THE SOCIAL WORLD: TAKE
RELATIONSHIPS YOU’VE
CREATED OFFLINE
& CONTINUE BUILDING THEM
ONLINE

5. UNDERSTAND HOW MEDIA &
BLOGGERS OPERATE TO BUILD STRONG
RELATIONSHIPS & SUCCESSFULLY
COMMUNICATE

6. MEDIA & BLOGGERS – SIMILARITIES
o Tell stories and share company news
through written word
o Interview company execs
o Work with PR professionals
o Many journalists now blog, and many
bloggers started as journalists
o Frequently use social media

7. MEDIA & BLOGGERS – DIFFERENCES
o Not all bloggers are trained writers
o Not all bloggers adhere to journalistic standards and
ethics
o Bloggers can (and will!) accept compensation to work
with companies – media can’t
o Phone still works to reach media (most bloggers don’t
share phone numbers)
o Media operating in traditional ways still not active on
social channels
o Due to newsroom changes/cutbacks, media can be
more time-strapped

8. BUILDING NEW RELATIONSHIPS:
THE BEFORE, DURING & AFTER
PROCESS

9. BEFORE RELATIONSHIPS ARE CREATED:
o Create a list of industry media/bloggers you want to
connect with
o Read their material before ever reaching out
o Determine where they are active online
o Determine how they like to be contacted – Is
blogger PR friendly? Does journalist seek story ideas
via social media?
o Follow on Twitter, subscribe on Facebook

10. BEFORE RELATIONSHIPS ARE CREATED:
o Create a Twitter list and use a tool like Tweetdeck to
easily monitor what they’re sharing
o Start commenting on articles/blog posts and social
content
o Share their content
o Reach out when appropriate (company news to
share, responding to source inquiries, offer to check
out product/service)

11. AS RELATIONSHIPS DEVELOP:
o Continue commenting on and sharing content
online
o Engage in more casual online conversations
o Connect on LinkedIn and Facebook (note: not all
media/bloggers will be comfortable connecting on
Facebook)
o Offer guest posts
o Invite to lunch/coffee periodically
o Meet up at events and tradeshows

12. AS RELATIONSHIPS DEVELOP:
o Share relevant company news and product/service
demo opportunities
o Invite to subscribe to company blog, e-newsletter
o Bloggers – connect to find out exactly how they
work with companies and brands (some require
payment/sponsorships)
o Regularly update list of key media/bloggers to keep
track of interactions and contact preferences

13. DON’T DO “DRIVE BYS” & ONLY
CONNECT WHEN YOU WANT
COVERAGE

14. ONCE STRONG RELATIONSHIP IS ESTABLISHED:
o Continue finding opportunities to connect online and
respond to/share content
o Highlight their stories about your company on your
site/blog
o Top of the list when new news to share,
products/services to review
o Find ways to make them feel special and show you
value the relationship (access to execs, VIP at events,
behind-the-scenes access, etc.)
o Always express gratitude when receive coverage, even
through a simple thank-you email or LinkedIn message

15. THINGS TO AVOID
o Smothering and obnoxious follow up,
particularly on social channels
o Only talking about you and your company
when you comment or respond to social
content
o Complaining in comments or on social channels
if media/bloggers misquote you, get info wrong
or don’t include you in a relevant story/post

16. LEVERAGE POSITIVE COVERAGE
ONLINE & OFFLINE

17. o Share on social channels (different message for
each channel – no auto posting!), but pick and
choose wisely to avoid “Look at me!” syndrome
o Create online newsroom (option: consider creating
press release site that journalists/bloggers can
subscribe to)
o Incorporate into new business pitches and leave-
behind materials
o Highlight stellar coverage in email signatures

18. SHARING POSITIVE COVERAGE
ONLINE ENHANCES COMMUNITY
BUILDING AND NEW BUSINESS
OPPORTUNITIES

19. READY TO GET MORE
STRATEGIC WITH YOUR
RELATIONSHIPS?

20. IMPORTANT QUESTIONS TO ASK
o Who owns relationship building (CEO, CMO, PR/social
team, combo)?
o How much time/resources do we want to dedicate to
building and maintaining relationships?
o Which online channels make most sense for us to focus
on to build relationships?
o Do we need in-house PR/social team and/or agency
support?
o Who from the exec team conducts interviews with
media and bloggers?

21. STRONG RELATIONSHIPS WILL
WIN YOU MORE COVERAGE,
BRAND ADVOCATES AND
CUSTOMERS

22. NEVER FORGET – PEOPLE DO
BUSINESS WITH PEOPLE &
COMPANIES THEY KNOW, LIKE
& TRUST

23. QUESTIONS

24. NIKKI LITTLE
Social Media Manager | Identity
@NIKKI_LITTLE
WWW.IDENTITYPR.COM
WWW.IDENTITYPR.COM/BLOG
WWW.NIKKILITTLE.COM

25. Photo Sources:
http://www.flickr.com/photos/ericmmartin/2980678175/
http://www.flickr.com/photos/54031162@N00/3156373103/
http://www.flickr.com/photos/40645538@N00/3640637459/
http://www.flickr.com/photos/12674474@N00/477866450/
http://www.flickr.com/photos/36659765@N06/5459476992/
http://www.flickr.com/photos/50318388@N00/519286151/
http://www.flickr.com/photos/72825507@N00/6827018401/
http://www.flickr.com/photos/73645804@N00/1431384410/
http://www.aapkiseva.org/
http://www.un.org/apps/news/story.asp?Cr=communications+technology&Cr1=&NewsID=39601