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Teleseminar presented on March 5, 2011 to the PRSA Health Academy on how the advent of twitter has changed public relations.
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PROPRIETARY & CONFIDENTIAL 04/11/23
Ben Garret
Executive Producer, Vidicom
Vice-chair Programming
PRSA Health Academy
How Public Relations is Changing in 140 Characters or LessPRSA Health Academy TeleconferenceMarch 4, 2011
Leigh Fazzina
Principal, Fazzina & Co. Communications
Chair-elect, PRSA
Health Academy
Sandra Fathi
President, Affect Strategies
President, PRSA New York Chapter
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 04/11/23
Finding Journalists on Twitter
PROPRIETARY & CONFIDENTIAL
PROPRIETARY & CONFIDENTIAL
Twitter: Vocus
PROPRIETARY & CONFIDENTIAL
Twitter: wefollow.com
PROPRIETARY & CONFIDENTIAL
Twitter: Listorious
PROPRIETARY & CONFIDENTIAL
Twitter: Muck Rack
PROPRIETARY & CONFIDENTIAL
Twitter: Lists
PROPRIETARY & CONFIDENTIAL 04/11/23
Tools for Monitoring & Finding Queries
PROPRIETARY & CONFIDENTIAL
Google Alerts
PROPRIETARY & CONFIDENTIAL
HootSuite
PROPRIETARY & CONFIDENTIAL
TweetDeck
PROPRIETARY & CONFIDENTIAL
Radian6
PROPRIETARY & CONFIDENTIAL
Twitter: Search
PROPRIETARY & CONFIDENTIAL
Twitter: journalisttweets
PROPRIETARY & CONFIDENTIAL
Twitter: HARO
PROPRIETARY & CONFIDENTIAL
Twitter: ProfNet
PROPRIETARY & CONFIDENTIAL
Twitter: Lists
PROPRIETARY & CONFIDENTIAL
Twitter: #journchat
PROPRIETARY & CONFIDENTIAL
Facebook: HARO
PROPRIETARY & CONFIDENTIAL 04/11/23
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
PROPRIETARY & CONFIDENTIAL
Blog Commenting
PROPRIETARY & CONFIDENTIAL
Relevant Engagement
PROPRIETARY & CONFIDENTIAL
Become a Resource
PROPRIETARY & CONFIDENTIAL
Taking the Convo Offline
PROPRIETARY & CONFIDENTIAL 04/11/23
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
PROPRIETARY & CONFIDENTIAL
PROPRIETARY & CONFIDENTIAL 04/11/23
Finding the Story & Creating a Buzz
PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010Affect Strategies
Trend Intervention & Story Hijacking
PROPRIETARY & CONFIDENTIAL
Promoting Special Offers
PROPRIETARY & CONFIDENTIAL
Promoting Special Offers (cont’d)
PROPRIETARY & CONFIDENTIAL
Pitching the Case Study
PROPRIETARY & CONFIDENTIAL
Pitching the Case Study (cont’d)
PROPRIETARY & CONFIDENTIAL 04/11/23
Questions?
PROPRIETARY & CONFIDENTIAL 04/11/23
Contact Information & Resources:
On Slideshare – www.slideshare.net/sfathi
Sandra Fathi sfathi@affectstrategies.com212 398 9680
Twitter: @sandrafathi Web: www.affectstrategies.comBlog: www.techaffect.com
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