How to pitch journalists on social media
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Did you know that despite most journalists using social media for work, only 32% of PRs use social channels to contact them? This was one of the many interesting highlights of the 2015 Social Journalism Study, that tracks and explores the PR-Journalist relationship on social, to form the narrative of Cision’s latest webinar: How to Pitch Journalists on Social Media. Hosted by digital specialist Jim Hawker and James Swan of Threepipe Communications, the webinar used good and bad examples of social PR to demonstrate the best practices communications professionals need to keep in mind when pitching on networking sites. From discussing the best platforms and time to contact media, the dos and don’ts on Twitter to a social pitch check list, Jim and James successfully covered all the elements PRs need to be ahead of their game on social media.
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How to pitch journalists on social media
- 1. How to pitch journalists on social media 19th March 2015
- 2. Webinar Hashtag #CisionUK Follow us @CisionUK
- 3. Social Media Usage Cision Social Journalism Study 2015 key findings: • The majority of UK journalists use social media as a professional tool • Over half (53.5%) of UK journalists said they can’t carry out their work without social media • Twitter (75%) continues to be the most popular social media platform for journalists • Publishing and promoting content and sourcing information are the two most important reasons for social media use for journalists • PR professionals are the most important sources for journalists Yet only 32% of PRs use social media to contact journalists
- 4. + Business focus + Private messaging - Only use if already connected and worked with previously - Not recommended - Must be close personally and already ‘friends’ + @Accounts blend personal and professional + Main platform for open dialogue with journalists - All ‘cold’ tweets you send are public There’s a place to pitch on social
- 5. And a time to pitch Requests peak on Tuesday/Wednesday around lunchtime Bottom out on Friday/Saturday
- 6. Why do journalists use social? To find ideas, follow news and follow brands they are interested in Self promotion and to share their work Interact with interview sources Develop working relationships Personal use (don’t forget about this!)
- 7. Seeking out journalists and requests Set up searches in Tweetdeck Find people to outreach on Followeronk Other free tools Search on Cision
- 8. Approaching and pitching to a journalist on Twitter Do Don’t Build up your own Twitter following before pitching Tweet from an account which has just been set up Learn about a journalists interest and hobbies Pitch to a journalist without knowing a bit about them Interact with journalists before pitching Pitch to a journalist before interacting with them Pitch from your own Twitter channel Pitch from you own company’s Twitter channel Pitch to an individual journalist’s Twitter handle Pitch to a publication’s general Twitter channel Offer resources for other stories Just think about what’s in it for you Be personal and create a conversation Hard sell Check that a journalist is happy to receive Twitter pitches Pitch to a journalist who doesn’t like Twitter pitches Keep pitches targeted and tailored to each journalist Send out mass tweets Keep using other channels to pitch Only use social to pitch stories
- 9. How not to pitch
- 11. Good pitches
- 12. Twitter pitch check list • Journalist twitter handle • Client Twitter handle • Make sure you use #client • Work related bio within your Twitter profile • Key headline
- 13. When 140 characters isn’t enough • Create an online press room where media materials can be located (link to this in your tweet) • Teaser Tweets (Vine) • Shorten web links • Move away from social
- 14. Then take the relationship off social • Social channels should only be used to open dialogue with journalists • Conversation is much more deep and meaningful via email or phone • Important to develop face to face relationships after that • Journalists will soon be coming to you!
- 15. 53 Parker Street, London WC2B 5PT www.threepipe.co.uk tellmemore@threepipe.co.uk +44 (0)207 632 4800
- 16. Questions
- 17. Section Divider Get in touch… Tweet us: Facebook: Email us: Call us: Visit us: @CisionUK facebook.com/CisionUK info.uk@cision.com 0207 689 1160 www.cision.com
Editor's Notes
- Follow the webinar on Twitter
- <Please feel free to amend agenda>
- Do 1. Looks more credible if you build up your following first, pitching from an account with a handful of followers will put journalists off 2. Check out their bio and tweets, see what they are interested in and use that as an opening. Most journos use the same Twitter for work and personal 3. Comment on their stories, share their articles with your followers. Don’t just RT and put your own thought on things 4 & 5 If you pitch to a publication’s Twitter channel it will just get lost with everything else. Therefore don’t pitch from an agency channel. It keeps things a lot more personal 6. Don’t just think about what’s in it for you – try and help a journalist with other stories that aren’t just relevant to your clients. 7. Don’t just pitch and get straight to the point. Have a chat with the journo and get to know them. Create a dialogue 8. Not all journalists like Twitter pitches – do your research first of all and find out how they work best 9. Mass tweets just looks very unprofessional and journalists will just shrug you off immediately 10. Social should just be used to start an initial dialogue. Once that relationship has been generated take it offline and get in front of the journalist