How to Use Social Media Sites to Connect with Journalists · HOW TO FIND JOURNALISTS ON SOCIAL...
Transcript of How to Use Social Media Sites to Connect with Journalists · HOW TO FIND JOURNALISTS ON SOCIAL...
How to Use Social Media Sitesto Connect with Journalists
Presented byby Joan Stewart, The Publicity Hound
Copyright 2012 The Publicity Hound, Reproduction prohibited
Here’s What You’ll Learn
• How to obey the rules and mind your manners • 8 thing journalists want from you• How to find journalists• Tips for building the relationship • Golden gems you can give them• Gaffes to avoid• 4 most important things to remember
OBEY THE RULES AND MIND YOUR MANNERS
Obey the Rules
• Don’t assume all journalists are alike
• Don’t assume they all use social media the same way
Obey the Rules
• Most journalists don’t want pitches on these sites
• Most prefer regular email over SM direct messages
• You must know what they do
• Don’t waste their time
Mind Your Manners
• No stalking
• Don’t try to come across as a “friend”
• Respect their right to privacy
Good News: They’re dropping valuable clues on social media sites!
8 Things Journalists Want from You
1. Your attention ‐‐ so pay attention to them!
2. An understanding of what they cover
3. Know topics and issues important to them
4. Comments about their work
8 Things Journalists Want from You
5. Share their stories and social media content
6. Sources
7. Answers to their questions
8. “How can I help you?”
HOW TO FIND JOURNALISTS ON SOCIAL MEDIA
Start with Google Search
• Follow the links to SM profiles,blog or website
• Read everything you can find (#1 problem)
• Try to find their email address (company website)
Reggie Aqui, Anchor & Reporter, KGW TV, Portland
8 Things to Look For
1. Do they blog? (You’ve struck gold)
2. How often do they tweet and post to Facebook?
3. Likes and dislikes
4. Topics and issues they cover
8 Things to Look For
5. What do they need?
6. How do they communicate with their audience?
7. Do they post photos and videos? (Why?)
8. Any personal details you can weave into a pitch?
Elizabeth Bernstein, Bonds columnist,Wall Street Journal
“Do your research and know the person you’re pitching. I don’t want to hear pitches from anybody on these sites.”
Emery Dalesio, ReporterAssociated Press, North Carolina
“A tweet isn’t long enough for a pitch. But you can tweet and tell me you’re an authority on a topic I’ve already written about and ask if I need sources or want to talk to your about it.”
HOW TO BUILD THE RELATIONSHIP
Why Finding a Blog is Like Striking Gold
• Lots of personal details
• You can comment before pitching
• Read the profile and look for email address
• Don’t pitch via comments
On Facebook, Twitter & LinkedIn
• Like their Facebook page but don’t Friend them
• Follow them on Twitter
• If you know them, connect on LinkedIn
• If you don’t know them…
On LinkedIn:
• Find out what groups they belong to
• Answer questions in those groups
• If necessary, ask for an introduction & explain what’s in it for them to connect
Add Them to a Twitter List
• Example: “Oregon Environmental Journalists” or“Oregon Environmental Experts”
• Let them know you’ve added them and that you follow them & read their tweets
• Consider importing your list of journalists into Hootsuite or Tweetdeck so you don’t miss a thing
How to Interact with Them
• Ask them questions about their work
• Comment on their content
• Share anything of interest tied to their topic
• Not sure how to pitch them? Ask on SM!
What Happens When You Interact
Publicist Gail Sideman (@PublisidePR) tweeted with Mike Freeman (@realfreemancbs), CBSSports.com for a few years
The Result?
Many Journalists Query for Sources
• 3 or queries a week asking for sources• Typical query: 750‐800 responses• More comments than on blog
7 Ways to Help Journalists
1. Offer yourself as a source
2. Offer other sources
3. Read their work & comment comment
4. Offer story ideas
7 Ways to Help Journalists
5. Answer questions they ask
6. Share their content
7. Offer “follow up” stories
10 Magic Phrases
1. “Is this a good time?”
2. “Do you need othersources?”
3. “Do you need a press kit?”
4. “I can provide a (map, pie chart, graph, illustration…)”
10 Magic Phrases
5. “Do you need photo ideas?”
6. “Call on me if you need...”
7. “What else do you need?”
8. “May I contact you again in 3 months?”
9. “How should I contact you?”
10 Magic Phrases
The 3 Best Ways to Get Their Attention
1. Comment directly on their work
2. Talk to them about topicsthey’re interested in
3. Give them something they needvery quickly (LinkedIn, Quora)
GAFFES TO AVOID
8 Dumb Phrases That Make Them Roll Their Eyes
1. “Hiya”
2. “We’re the only company that…”
3. “The first of its kind”
4. “Our revolutionary product”
8 Dumb Phrases That Make Them Roll Their Eyes
5. “Best of breed”
6. “Award‐winning”
7. Any phrase with the word “publicity”
8. Any phrase that encourages them to “support” a cause by covering it
Don’t “Play Gypsy”
• “I know your audience will love…”
• “Your readers will want to know about…”
Instead, state the benefit of knowing
3 Tips for Nonprofits
From Michelle Tennant Nicholsonof Wasabi Publicity:
• Explain how you make a difference in the community
• Offer a person who has benefited
• Suggest a profile of a great board member
More Tips from Michelle
How to Get onto CNN: http://bit.ly/youoncnnVideo Q&A with Michelle: http://vimeo.com/43133383
Bonus Tip
• Not sure how somebody got publicity?
• Ask them!
Parting Thoughts
• Use SM to build the relationship
• Most want email pitches
• Give them feedback!
• Help them first, pitch them later
Step‐by‐step Tips
Your Bonus Checklist:
http://budurl.com/connectonsocialmedia
Your Questions