Media Relations in a Social World

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    10-May-2015

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<ul><li>1.Pitching for the Hit:Media Relations in a Social World #OGS11 Heather Whaling [email_address] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling</li></ul> <p>2. Social Media + Media Relations </p> <ul><li>More outlets </li></ul> <ul><li>Better research </li></ul> <ul><li>New relationship-building opportunities</li></ul> <ul><li>Bypass(some)gatekeepers </li></ul> <ul><li>If youre not quick, youre not relevant</li></ul> <p>3. Who is the media? </p> <ul><li>Newspapers, television journalists </li></ul> <ul><li>Bloggers </li></ul> <ul><li>Reporters at online news sites </li></ul> <ul><li>Vloggers </li></ul> <ul><li>Podcasters </li></ul> <ul><li>Facebook page admins </li></ul> <ul><li>Contributing writers/freelancers </li></ul> <ul><li>anyone with an audience?? </li></ul> <p>Thanks to soc med, anyone can be media,but not all media are journalists. #OGS11 4. Why Blogger Relations? </p> <ul><li>77% of Internet users read blogs </li></ul> <ul><li>89% of journalists conduct research on blogs </li></ul> <ul><li>72% of bloggers blog to share expertise </li></ul> <p>89% of journalists conduct research on blogs #OGS11 5. media relations goals: to secure coverage in outlets that connect with the right target audience/community to create opportunities for 3rd parties to share your stories 6. The More Things Change </p> <ul><li>Start by asking yourself: </li></ul> <ul><li><ul><li>Whats the story? </li></ul></li></ul> <ul><li><ul><li>Why is it newsworthy now? </li></ul></li></ul> <ul><li><ul><li>Who cares? </li></ul></li></ul> <ul><li>Then, ask yourself: </li></ul> <ul><li><ul><li>Why should I be a resource? </li></ul></li></ul> <ul><li><ul><li>Whats my specific, relevant expertise? </li></ul></li></ul> <ul><li><ul><li>What other resources/assets can I give a reporter? </li></ul></li></ul> <p>7. how does social media strengthen media relations? 8. Social Research = Better Pitches </p> <ul><li>Build highly targeted media lists </li></ul> <ul><li>Access to reporters before, during and after the pitching process </li></ul> <ul><li><ul><li>Build ongoing relationships </li></ul></li></ul> <ul><li>Spot trends to create story opportunities </li></ul> <ul><li><ul><li>Example: Madison Electric </li></ul></li></ul> <p>9. Participation Generates Media Opportunities </p> <ul><li>After Gulf oil spill, someone created @BPGlobalPR account.</li></ul> <ul><li><ul><li>Account was a parody, but everyone didnt realize it especially in the beginning. </li></ul></li></ul> <p>10. as a PR blogger, I saw an opportunity to talk about brandjacking and crisis communication 11. reporters were looking for online responses to the oil spill 12. so I responded 13. the outcome? 14. the anatomy of an effective PR pitch 15. </p> <ul><li>Pitches MUST be relevant</li></ul> <ul><li>Find opportunities to create a meaningful connection with the individual </li></ul> <ul><li>Personalize the pitch</li></ul> <ul><li><ul><li>Reference a previous post </li></ul></li></ul> <ul><li><ul><li>Comment on a shared like or dislike </li></ul></li></ul> <ul><li>Check their Twitter stream for recent nuggets of info </li></ul> <ul><li>Include sample tweets or Facebook updates </li></ul> <ul><li>Use custom links to report and share stats </li></ul> <ul><li>Whats the ask? </li></ul> <p>Solid media pitches trump lukewarm relationships #OGS11 16. 5 Cs of Blogger Relations </p> <ul><li>Cultivation </li></ul> <ul><li>Collaboration </li></ul> <ul><li>Content</li></ul> <ul><li>Community </li></ul> <ul><li>Communication (whats the ask?) </li></ul> <ul><li><ul><li>5 Cs of blogger outreach: Cultivation, Collaboration, Content, Community &amp; Communication #OGS11 </li></ul></li></ul> <p>17. Pitching 2.0 Tools </p> <ul><li>Pitchengine </li></ul> <ul><li>HARO (helpareporter.com) </li></ul> <ul><li>Twitter lists (especially for monitoring) </li></ul> <ul><li>OneMinuteNews.com </li></ul> <ul><li>Storify </li></ul> <ul><li>CNN iReport </li></ul> <ul><li>Blogdash </li></ul> <ul><li>Email, phone(seriously they still work!) </li></ul> <p>18. </p> <ul><li>Heather Whaling </li></ul> <ul><li>www.GebenCommunication.com </li></ul> <ul><li>[email_address] </li></ul> <ul><li>@prTini </li></ul> <ul><li>subscribe to my blog:</li></ul> <ul><li>bit. ly/prTini </li></ul> <ul><li>subscribe to our enewsletter: </li></ul> <ul><li>bit.ly/prChatter </li></ul> <p>Collaboration. Integration. Social Good. </p>