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.

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

  • 1.03/04/11 Ben Garret Executive Producer, Vidicom Vice-chair Programming PRSA Health AcademyHow Public Relations is Changing in 140 Characters or Less PRSA Health Academy Teleconference March 4, 2011Leigh Fazzina Principal, Fazzina & Co. CommunicationsChair-elect, PRSAHealth Academy Sandra Fathi President, Affect Strategies President, PRSA New York Chapter

2. 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

3. 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)

4. 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.

5. 03/04/11 Finding Journalists on Twitter 6. Twitter 7. Twitter: Vocus 8. Twitter: wefollow.com 9. Twitter: Listorious 10. Twitter: Muck Rack 11. Twitter: Lists 12. 03/04/11 Tools for Monitoring & Finding Queries 13. Google Alerts 14. HootSuite 15. TweetDeck 16. Radian6 17. Twitter: Search 18. Twitter: journalisttweets 19. Twitter: HARO 20. Twitter: ProfNet 21. Twitter: Lists 22. Twitter: #journchat 23. Facebook: HARO 24. 03/04/11 Engaging & Building Relationships 25. What To Know

  • Provide full disclosure
  • Seek opportunities for relevant engagement
  • Become a resource/thought leader
  • Value over noise
  • Bring Online Offline

26. Retweets & Mentions 27. Blog Commenting 28. Relevant Engagement 29. Become a Resource 30. Taking the Convo Offline 31. 03/04/11 Social Media Pitching Best Practices 32. What To Know

  • Set goals, objectives & strategies
  • Communicate publicly
  • Interaction over distribution
  • Quality over quantity
  • Be relevant
  • Provide value

33. What To Avoid

  • Releasing confidential information
  • Attaching reporters names to irrelevant content
  • Blatant flattery
  • Repetitive content
  • Inadvertently outing a reporters story

34. Content Creation

  • Keep it short & simple
  • Provide stats/numbers
  • Link to images or video if possible
  • Include links for more info

35. Twitter 36. Twitter 37. 03/04/11 Finding the Story & Creating a Buzz 38. Presented to Pitney Bowes|May 24, 2010 Affect Strategies Trend Intervention & Story Hijacking 39. Promoting Special Offers 40. Promoting Special Offers (contd) 41. Pitching the Case Study 42. Pitching the Case Study (contd) 43. 03/04/11 Questions? 44. 03/04/11 Contact Information &Resources :On Slideshare www.slideshare.net/sfathi Sandra Fathi[email_address] 212 398 9680 Twitter: @sandrafathiWeb: www.affectstrategies.com Blog: www.techaffect.com