RELATIONSHIPS & SOCIAL MEDIA:CONNECTING WITH MEDIA & BLOGGERSNIKKI LITTLE | IDENTITYPR.COM | @NIKKI_LITTLE

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

SOCIAL MEDIA SHOULD NOT OPERATE IN ITS OWN BUCKET

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

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

MEDIA & BLOGGERS – SIMILARITIESo 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

MEDIA & BLOGGERS – DIFFERENCESo 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

BUILDING NEW RELATIONSHIPS: THE BEFORE, DURING & AFTER PROCESS

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

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)

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

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

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

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

THINGS TO AVOIDo 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

LEVERAGE POSITIVE COVERAGE ONLINE & OFFLINE

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

SHARING POSITIVE COVERAGE ONLINE ENHANCES COMMUNITY BUILDING AND NEW BUSINESS OPPORTUNITIES

READY TO GET MORE STRATEGIC WITH YOUR RELATIONSHIPS?

IMPORTANT QUESTIONS TO ASKo 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?

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

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

QUESTIONS

NIKKI LITTLE

Social Media Manager | Identity

@NIKKI_LITTLE

WWW.IDENTITYPR.COM

WWW.IDENTITYPR.COM/BLOG

WWW.NIKKILITTLE.COM

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