Media Relations in a Social Media World

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Marketing • Communications • Public Relations


EOS

The Greek Goddess of Dawn

Our name is a mandate to make each day’s work new and fresh, that each day offers new opportunities.


Today, You’ll Learn

• What drives better media placement results?• How to stay ahead in 24x7 media relations world.• Which channels work best for reaching journalists

now?


It used to be so easy…


Now it’s a Digital World

• Blogs• E-mail• Facebook• Google Chat/+• RSS Feeds• Text Messaging• Twitter• YouTube


December 2011 Zoomerang Survey Results


Which Social Media Channels Do You Use to Search for Stories?

I don't use social media

Facebook

Twitter

YouTube

Google Chat

Blogs

RSS Feeds

Tumblr

12%

25%

6%

44%

62%

12%


Which Social Media Channel Do You Use Most?

I don't use social media

Facebook

Twitter

YouTube

Google Chat

Blogs

RSS Feeds 7%

20%

7%

27%

20%

20%


What is the BEST Channel for PR to Pitch a Story?

Assignment Desk

Direct newsroom line

Your cellphone

Email

Text message

Facebook

Skype

Twitter

Via your editor

6%

94%


What role does the Assignment Desk play for pitching stories?

The best place to pitch

Rather be contacted directly

Both 36%

64%


What is the BEST Time for PR to Pitch a Story?

After researching editorial cal-endars

One or more months out

Several days to a week out

The night before

Early morning 19%

6%

38%

38%


Do you want calls/texts/emails after hours/weekends?

Yes

No

Depends on strength/time constraints of a story

62%

31%

6%


Describe how you prefer a PR practitioner to pitch a story.

• #1 Email– concise, to-the-point, local, not clever

• Know the reporter, explain why it’s a good story/fit for THEM/station/paper.

• How will it benefit their viewers/readers/listeners?

• Who’s your client? They know you represent some one or some product, so be upfront.


What gets your attention about a story?


Describe the perfect PR pitch.

• Quick, to-the-point, clear, concise, short

• Calls out the news value and local impact

• Don’t try to be clever.

• Exclusive pitch to the reporter.

• Be upfront about money trail.

• Provide “Real People.”

http://www.wsbtv.com/s/people-2-people/

Gigi’s Playhouse Spotlight on People 2 People

http://www.wsbtv.com/s/people-2-people/


What is your pet peeve about PR people?

** Pitches that do not have real value to the reporter or the station pitching.

• Mass pitches, blind pitches

• Don’t do their homework

• Not identifying whom you represent

• No taking “No” for an answer

• Not being discerning

• Little Boy who cried wolf reputations


It’s All About Relationships

• # 1 Fact: Local media trust relationships with PR pros

“The PR People I work with most know my style, are fast-reacting and pitch a story once, not over and

over.”


Social Media for Building Media Relationships

• Facebook is an intimate platform for building relationships


Use Social Media as a Research Tool

• Keep up with what reporters post and share so you can see what interests them as well as their most recent work.

• “If 80% of your communications are consistently focused on educating and entertaining your audience, they’ll tolerate 20% promotional content---as long as you maintain the context you’ve already built.” PR Newswire


Social Media Disaster Recovery


The Papa John’s Slice

• Micro-blog continues to gain traction thru hyper-short 140-character updates

• Twitter is adding nearly 500,000 users a day

• 84% of journalists are on Twitter

• 47% journalists use Twitter to source new leads


To Have Better Local Media Relations Results in 2012…

• Become your go-to journalists “friend” on Facebook.

• Follow them on Twitter.

• Remove them from mass email pitches and send custom designs.

• Have REAL people who benefit from your expert product/service ready to interview.


“Nothing replaces old-fashioned connections

based on relationships and years of performance.”


Social Media is Gaining Global Ground


Shocking Statistics

90 MillionThe average

number of tweets per day on

Twitter

3,000Images uploaded to Flickr every minute

800 Million

Active Facebook users

490 Million

Unique users who visit the site each

month

20+ Million

Blogs are hosted on Tumblr

200+ Million

Average Monthly Connected Skype

Users

5+ Billion Mobile subscribers

worldwide


Social Media Use - Update

• Fortune 500’s use of blogs, video, and podcasts has increased, but Twitter was the ‘09 social media channel of choiceSource: University of Massachusetts at Dartmouth


Facebook Why it’s important: • 800M active users

• Fastest growing segment is 55 years old+ women

• 350 users access Facebook through mobile devices

• 30 Billion pieces of content shared monthly

• 85% of B2B journalists comb Facebook for stories

• 35% of all journalists use Facebook for story angles


Schramm with a Twist


The presentation could not be possible without these research sources: pewresearch.orgPRWeek.comPRNewswire.comSocialmediaexaminer.comumassd.edu/Forbes.comPrsa.comJeffbullas.comSocialmediatoday.comDigitalbuzzblog.comReciprocatellc.comOrielladigitaljournalism.com

Bibliography


BibliographyAnd the following journalists:

Michelle ShawLori JohnstonWendy Bowman-LittlerJulie Bryant FisherMaria SaportaByron SmallDavid GreerBetsy RileyKatrice MinesKevin McCauleyDana UrrutiaJeff HullingerTom ReganDiana DavisLori JohnstonBeth GalvinCaroline CoxCaroline SbargeCB HackworthDale CardwellDonna Lowry

Fred KalilHelen "H.M." CauleyJaye WatsonJeff DoreJennifer LeslieJerry CarnesJessica SaundersJim StricklandJon ShirekJohn BachmanKaryn GreerKevin RowsonLinda StoufferMark WinneMelissa JacksonNelson HicksPaul CrawleyRandy WatersReg GriffinRich EldredgeRichard Belcher

Rob StadlerRoss CavittShaunya ChavisVal HoffVikki LockeWendy BinnsChristopher OquendoKen RodriguezChristine TroykeBrandon BrigmanChip ZellerBuck LanfordAnthony AmeyBert WeissSteve SchwaidAmy SelbyBill LissDorthy DanielsDoug RichardsScott SladeAdam Carrington

John BednarowskiMatt NasconeGreg RossinoKelly QuinlanCynthia Good


Contact Us

EOS Marketing & Communications 3405 Piedmont Road, NE Suite 525

Atlanta, Ga 30305

Elyse [email protected]

404-949-3777

mailto:[email protected]

Media Relations in a Social Media World

Education

Transcript of Media Relations in a Social Media World