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PROPRIETARY & CONFIDENTIAL 05/22/22 Ben Garret Executive Producer, Vidicom Vice-chair Programming PRSA Health Academy How Public Relations is Changing in 140 Characters or Less PRSA Health Academy Teleconference March 4, 2011 Leigh Fazzina Principal, Fazzina & Co. Communications Chair-elect, PRSA Health Academy Sandra Fathi President, Affect Strategies President, PRSA New York Chapter

How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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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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Page 1: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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

Page 2: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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

Page 3: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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)

Page 4: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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.

Page 5: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

PROPRIETARY & CONFIDENTIAL 04/11/23

Finding Journalists on Twitter

Page 6: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Twitter

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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

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Tools for Monitoring & Finding Queries

Page 13: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Google Alerts

Page 14: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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HootSuite

Page 15: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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TweetDeck

Page 16: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Radian6

Page 17: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Twitter: Search

Page 18: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Twitter: journalisttweets

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Twitter: HARO

Page 20: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Twitter: ProfNet

Page 21: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Twitter: Lists

Page 22: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Twitter: #journchat

Page 23: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Facebook: HARO

Page 24: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Engaging & Building Relationships

Page 25: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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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

Page 26: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Retweets & Mentions

Page 27: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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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

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Social Media Pitching Best Practices

Page 32: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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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

Page 33: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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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

Page 34: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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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

Page 35: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Twitter

Page 36: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Twitter

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Finding the Story & Creating a Buzz

Page 38: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010Affect Strategies

Trend Intervention & Story Hijacking

Page 39: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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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)

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Questions?

Page 44: How Public Relations is Changing in 140 Characters or Less: PRSA Health Academy Teleseminar

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Contact Information & Resources:

On Slideshare – www.slideshare.net/sfathi

Sandra Fathi [email protected] 398 9680

Twitter: @sandrafathi Web: www.affectstrategies.comBlog: www.techaffect.com