Media Relations in the Digital Age: Leveraging Social Networks for PR
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This document discusses how journalists use social media and the effectiveness of various tactics for media relations. It finds that the percentage of journalists using and being pitched on social networks like Twitter has increased significantly since 2009. The document recommends using Twitter for media relations as journalists use it for research and building relationships, and provides tips for a successful Twitter media relations strategy, including having the right team, developing a content strategy focused on industry news and engagement, and using tools like Oneforty. It also notes that email pitches are still preferred by most journalists.
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Media Relations in the Digital Age: Leveraging Social Networks for PR
- 1. Media Relations In The New (media) World Victoria Harres @prnewswire
- 4. Journalists on 79% 2009 = 58%
- 6. Journalists on 64% 2009 = 51%
- 8. Journalists on 58% 2009 = 22%
- 9. Journalists who’ve been pitched via social networks 43%
- 10. Journalists who’ve been pitched via social networks 43% 2009 = 31%
- 11. Why Twitter for Media Relations? • It’s where journalists are doing research • It’s where you can reach out to people casually • It’s a great place for introductions and building relationships • It’s a place to do your own research
- 12. What do you need for a successful team Twitter effort?
- 14. Content Strategy Your industry News & tips 15% Social media Effects on your industry 15% Personal/human Humanizing conversation <10% Marketing / PR Promotion of organization < 10% Engagement @’s and RT’s 50% Opinion 0% ?
- 17. Don’t forget traditional tactics: Journalists who still prefer email pitches? 84%
- 18. Victoria Harres Director, Audience Development PR Newswire victoria.harres@prnewswire.com @prnewswire @victoriaharres Media Survey Tools
Hinweis der Redaktion
- Media Relations in the New (media) World – Victoria Harres, Director, Audience Development, PR Newswire @prnewswire and @victoriaharres The Audience Development team does media and blogger relations for PR Newswire The most effective social network for us to achieve our goals is Twitter Why Twitter? … lets look at that …. And then I’ll share how we approach media relations over Twitter.
- Media Survey 2010: Survey was conducted by CA Walker for PRWeek and PR Newswire. Email notifications were sent to 127,982 media professionals (1300 completed it), and 104,771 PR practitioners (1385 completed it).
- Journalists with profiles on Facebook: 2010 = 79% 2009 = 58%
- Journalists with profiles on Facebook: 2010 = 79% 2009 = 58%
- Journalists with profiles on LinkedIn: 2010 = 64% 2009 = 51%
- Journalists with profiles on LinkedIn: 2010 = 64% 2009 = 51%
- Journalists with profiles on Twitter: 2010 = 58% 2009 = 22%
- Journalists with profiles on Twitter: 2010 = 58% 2009 = 22%
- Journalists who’ve been pitched via social networks: 2010 = 43% 2009 = 31% Most of those pitches are coming through Twitter, according to PR professionals who took a similar survey: 79% of social pitches they send are through Twitter and 49% through Facebook.
- Journalists who’ve been pitched via social networks: 2010 = 43% 2009 = 31% Most of those pitches are coming through Twitter, according to PR professionals who took a similar survey: 79% of social pitches they send are through Twitter and 49% through Facebook.
- Although it has the a lower percentage of adoption from Facebook or LinkedIn: Twitter is a place you can reach people without permission to connect Twitter is where journalists and others are doing research according to the media survey Twitter is a great place for introduction and building relationships Twitter is a place to do your own research At PR Newswire we’re tackling our online media relations efforts as a coordinated team, and @PRNewswire is a major part of that effort. What do you need for effective media relations tweeting? Free Twitter bird image from: http://www.officialpsds.com/Twitter-Bird-3-PSD31850.html
- The right people: @PRNewswire team @savsimon – Media Relations Manager (broadcast and wire specialist) @thomashynes – Blogger Relations Manager @victoriaharres – Director, Audience Development @cpcube – Media Relations Manager (print and freelance specialist) Each person must understand their role / their assignment, and the overall Twitter strategy and mission.
- Think out your engagement strategy. Of course you’ll still be flexible, but you need to have some plan to stay focused.
- Tools - http://oneforty.com/PRNewswire
- This is up 3% from 2009. For our media relations at PR Newswire we still rely heavily on traditional tactics like well targeted emails to reach out to the media. We use MEDIAtlas for researching and targeting the right journalists and bloggers.