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I recently attended a panel discussion about how social media has affected public relations. I admit the experience was eye-opening. Truth be told, the awe-inspiring moments didn’t happen because I gained new insights. They came because I was reminded of what it really takes to work with the media—no matter the medium. As a professional communicator, I probably shouldn’t need such reminding, but apparently I did. And I don’t think I was alone. Others in the room were taking notes as diligently as I was.
According to the journalists on the panel, new opportunities have arisen from the advent of Facebook, Twitter and other social media sites. But professional communicators, in their effort to gain a better understanding of the medium, tend to make social media tools more complex than they really are. As a result, they miss out on the big breaks they need to achieve their goals. Below are tips to take the guesswork out of connecting social media with PR. Hopefully, these are steps you are already taking in your career. But if you are like me and need a friendly reminder, read on.
Connect online. Many journalists and reporters have joined LinkedIn, Facebook and Twitter, to name a few social media sites. So look them up and get connected. Seeing and reading what they post can give you a sense of who they are and what news they cover. Pitch ideas to them if they appear to use these social media tools for professional purposes. Often members of the press will post requests for information on these sites. If you can help, respond to them. The media panelists at the discussion I attended expressed surprise that they rarely, if ever, receive pitches through a social site. And many of them said they would appreciate receiving ideas for relevant news stories in just about any way possible.
Try the old-fashioned way. Social media has brought about new ways to communicate, but nothing beats an old-fashioned phone call to make a personal connection. When you call someone from the press, ask them what they look for in news stories and how you can be of service. According to the panelists, this rarely happens but is greatly appreciated when it does.
Take it one step further by inviting them to coffee. One panelist, a television reporter, commented that this is a highlight of his job. However, make a mental note that meeting for coffee is not a license to pitch a series of stories. In fact, when you invite the reporter to coffee, make it clear the meeting isn’t for pitching, but rather to focus on getting to know one another. Once you have a better understanding of who they are and how they work, you can pitch your ideas, and those ideas will have a better chance of meeting the reporter’s needs.
Pitch relevant stories. This may be nothing new, but it is still a challenge for PR practitioners to manage as they combine what the press wants with what employers or clients expect. Fortunately, journalists and reporters know this is a tough balancing act. But it is still the responsibility of the person pitching the story to relate back to the reader. Finding stories online through blogs, web sites and social media sites allows you to see what has been written about and when. Now it’s easier than ever to see if the story you have in mind has already been covered. Although you might not always like what you see (someone beat you to the punch, for example), the good news is that you are better informed before you pitch.
Follow up. Journalists and reporters get bogged down by life and work just like anyone else. Take the initiative to follow up via e-mail or phone to confirm opportunities, no matter how the initial connection was made. Even social media has its limits and, according to those in the trenches, a friendly reminder is helpful. If after two or three attempts there is no response, give the reporter some space. It is possible he or she is exceptionally busy and needs additional time to get back in touch. Remember, polite follow-up makes for a positive impression. It shows you care, are willing to follow through and want to make the lives of journalists easier. Even if you don’t get the coverage you want now, building a relationship can open doors for the future.
Keep the news coming. One of the major consequences of social media in the world of public relations is the need to feed the news beast. Before social media, the beast could be fed daily; now it must be fed by the minute. This is the new expectation for news outlets, and they are working even harder to stay ahead of the curve. Keep in mind that because coverage is more diversified, your story might make it online but not to print, or vice versa. This can be challenging for employers and clients to accept, especially when the story shows up in one of the newer media they aren’t familiar with. This may mean you have to educate those you represent about what to expect. But don’t let it dissuade you from sending news as often as possible. In spite of the need for quantity, quality still reigns. If you’ve got it, flaunt it.
Morgan Leu Parkhurst is owner of Blue & Linen in Waukee, Iowa. In addition to being a marketing enthusiast, she is the 2009–2010 president of the IABC/Iowa chapter. Connect with her on Twitter @Morgan_LP. |
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