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PROPRIETARY & CONFIDENTIAL 6/8/11
How Public Relations is Changing in 140 Characters or Less PRSA Memphis June 8th, 2011
Sandra Fathi President, Affect President, PRSA New York Chapter
Email: sfathi@affect.com Twier: @sandrafathi LinkedIn: Sandra Fathi Slideshare: Slideshare.net/sfathi
PROPRIETARY & CONFIDENTIAL
PROPRIETARY & CONFIDENTIAL
Agenda
Twitter for PR
Finding Journalists & Bloggers on Twitter
Tools for Monitoring & Finding Queries
Engaging & Building Relationships
Social Media Pitching Best Practices
Finding the Story & Creating a Buzz
PROPRIETARY & CONFIDENTIAL
Did You Know?
175 million users. 95 million tweets per day. (Twitter, Sept. 2010)
37% of journalists are required to maintain Twitter accounts (PR Week, 2010)
52% of reporters now use Twitter as part of their jobs (Cision/GSPM, 2010)
PROPRIETARY & CONFIDENTIAL
Twitter & PR
Direct conduit to your target audiences; Media,
Customers, Employees, Prospects, Shareholders etc.
Multi-use platform; News Distribution, Monitoring, Market
Research, Crisis Communications, Engagement,
Customer Service etc.
Rapid response, no-cost, direct channel.
PROPRIETARY & CONFIDENTIAL 6/8/11
Finding Journalists on Twitter
PROPRIETARY & CONFIDENTIAL
PROPRIETARY & CONFIDENTIAL
Twitter: Vocus
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Twitter: wefollow.com
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Twitter: Listorious
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Twitter: Muck Rack
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Twitter: Lists
PROPRIETARY & CONFIDENTIAL 6/8/11
Tools for Monitoring & Finding Queries
PROPRIETARY & CONFIDENTIAL
Google Alerts
PROPRIETARY & CONFIDENTIAL
HootSuite
PROPRIETARY & CONFIDENTIAL
TweetDeck
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Radian6
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Twitter: Search
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Twitter: journalisttweets
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Twitter: HARO
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Twitter: ProfNet
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Twitter: Lists
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Twitter: #journchat
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Facebook: HARO
PROPRIETARY & CONFIDENTIAL 6/8/11
Engaging & Building Relationships
PROPRIETARY & CONFIDENTIAL
What To Know
1. Provide full disclosure
2. Seek opportunities for relevant engagement
3. Become a resource/thought leader
4. Value over noise
5. Bring Online Offline
PROPRIETARY & CONFIDENTIAL
Retweets & Mentions
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Blog Commenting
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Relevant Engagement
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Become a Resource
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Taking the Convo Offline
PROPRIETARY & CONFIDENTIAL 6/8/11
Social Media Pitching Best Practices
PROPRIETARY & CONFIDENTIAL
What To Know
1. Set goals, objectives & strategies
2. Communicate publicly
3. Interaction over distribution
4. Quality over quantity
5. Be relevant
6. Provide value
PROPRIETARY & CONFIDENTIAL
What To Avoid
1. Releasing confidential information
2. Attaching reporters’ names to irrelevant content
3. Blatant flattery
4. Repetitive content
5. Inadvertently outing a reporter’s story
PROPRIETARY & CONFIDENTIAL
Content Creation
1. Keep it short & simple
2. Provide stats/numbers
3. Link to images or video if possible
4. Include links for more info
PROPRIETARY & CONFIDENTIAL
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PROPRIETARY & CONFIDENTIAL 6/8/11
Finding the Story & Creating a Buzz
PROPRIETARY & CONFIDENTIAL
Trend Intervention & Story Hijacking
PROPRIETARY & CONFIDENTIAL
Promoting Special Offers
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Promoting Special Offers (cont’d)
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Pitching the Case Study
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Pitching the Case Study (cont’d)
PROPRIETARY & CONFIDENTIAL 6/8/11
Questions?
PROPRIETARY & CONFIDENTIAL 6/8/11
Contact Information & Resources:
On Slideshare – www.slideshare.net/sfathi
Sandra Fathi Affect 989 Avenue of the Americas, 6th Floor New York, NY 10018
sfathi@affectst.com 212 398 9680
Twier: @sandrafathi Web: www.affect.com Blog: www.techaffect.com