Archive for the ‘Social Media’ Category

Cliffs Notes on Unleveling the Playing Field for More Coverage

Thursday, May 19th, 2016

i-unlevel playing fieldA client expecting his first child lamented he wished there were Cliffs Notes for all the baby books stacked on his nightstand.  It got me thinking — I feel the same way about the amazing marketing webinars, blogs, podcasts, white papers and newsletters out there.  So many great resources and so little time to review them! I decided I’d start producing my own version of Cliff Notes on some outstanding content.  I promise to condense it down to under a five minute read, pulling out the golden nuggets so you don’t have to.

Below, find a condensed version of Cision’s 71 ways to unlevel the playing field and secure more coverage.

Connect with journalists on social

Invest in future

Connect with journalists on LinkedIn with a personal message and like their posts with a genuine and valuable comment.

Follow media on Twitter and Facebook

Share links to reporters stories

Act now

Track journalist hashtags like #journchat  and #URGHARO

Tweet facts, statistics and quotes from your story

Keep track of trending Twitter topics and pounce if appropriate.

 Produce interesting content

Invest in future

Blog often

Guest blog

Publish white papers and ebooks

Email newsletters

Act now

Offer exclusives

Conduct surveys or opinion polls

Provide video or infographics

Use company analytics to determine which topics need to be promoted

Network and showcase at events

Invest in future

Exhibit and connect with reporters at tradeshows

Speak at events

Act now

Hold a conference and promote panelists with video meet and greets

Give back to the community in a genuine way

Remember traditional pitching tactics (this is PR 101 for the seasoned PR pro but helpful if you’re new to PR)

Invest for future

Use a media database

Search editorial calendars

Subscribe to HARO (Help a Reporter Out)

Take an editor out for coffee and listen don’t pitch

Act now

Pitch by email and phone but be concise and compelling and honor an editor’s request for no contact at all or via one method

Newsjack: Tie your story, if relevant, to a current event

Write a timely press release: It must answer the question “Why Now?”

Promote your coverage via social media

Highlight your brand

Invest in the future

Apply for awards

Set up a digital newsroom

Showcase your company’s work-life culture

Act now

Offer demos of products or services before they go public

Consider giveaways in return for coverage

Announce anniversaries if you can also manage a news hook

If you can check off the suggestions above, you’ll be in good shape, but for the complete list, see Cision’s tipsheet.


Media Outreach Tips for Social Media

Tuesday, June 10th, 2014

i-family guyMedia relations for a company today should take advantage of contact through social media.  Bulldog Reporter offers a great at- glance guideline including:

Twitter: Most reporters prefer a pitch via email since Twitter can’t offer enough meat. But if you do use it, for example, to invite the media to an event, make sure your outreach is individualized since it will show up on your page. Also check the number of followers a reporter has. If it’s low it probably means they don’t rely on it.  A higher number indicates a more engaged editor.

LinkedIn: Use it more to build relationships and make the effort to do a personalized message when you ask for a connection instead of the automated “I’d like to add you to my network”

Facebook: Pretty much a no-no unless the reporter has a business page.  This is for their friends and family only so it’s best to respect their privacy

A couple of great tools are Hootsuite for tracking media twitter accounts; and HARO (Help a reporter out) a free-to-premium service that brings sources and reporters together.

Here’s the Bulldog Reporter article.


How and When to Choose a Hashtag

Friday, March 28th, 2014


i-stephen colbertI’m intrigued by the constant flurry of hashtags floated into the Twittersphere? So many seem random and, predictably, are left languishing in space. Of course hashtags like #cancelcolbert started by clueless viewers of The Colbert Report who don’t understand the satiric nature of the show are super hot.  But that’s exceptional.

So I was pleasantly surprised to see that Twitter itself came out with a brilliantly succinct and helpful “Choosing a #” graphic. It walks Tweeters through different scenarios, offering various solutions based on Yes or No answers.  First off, it suggests using an already existing hashtag if it’s germane and one a Tweeter can add value to.  If an existing one won’t do, Twitter advises  making it memorable through media integration.  The graphic also underscores the need to make it easy to understand and interesting to people that aren’t already following the Tweeter.  Finally, it warns that if the hashtag is based on an event or a current news item, be prepared for only a short term blitz.  Even a newsy hashtag  as notorious as cancelling Stephen Colbert will fade to grey very soon.

Thanks Twitter.


Fake BP Twitter Site Gets Many More Followers than Real Site

Thursday, June 3rd, 2010

Apprently a fake BP Twitter site called BPGlobalPR is getting twice as many followers ad the actual BP Twitter address. The imposter makes some funny commentary like “If we’re being accused of being criminal we want to be tried by a jury of our peers — wealthy execs who don’t give a damn” Funny.

Also the CEO apologized on Facebook for callously saying “he wants his life back” especially given that 11 men lost theirs.

At least Tony Hayward is very visible but some experts say its time he let others speak for him. And, BP is doing daily press briefings. But what could they be doing better?

A Toast to New Years and Social Media

Thursday, January 7th, 2010

As a pr practitioner I truly believe in the power of public relations. It provides incredibly important, objective, third party endorsements, and, comparatively speaking, is the most cost effective segment of the marketing communications mix.  But it is not a panacea, and with many traditional media outlets disappearing or downsizing, it is more challenging than ever to place stories.

That is why social media is such a great complementary tool for pr consultants and their clients.  It is all about the exchange of ideas and provides a great platform for explanation and discussion. It can also garner amazing immediate, real time results. One of my favorite Twitter stories is of Lance Armstrong, who after completing a race in Ireland tweeted that if anyone was interested in a ride he’d meet up with them at a local park in three hours. 1000 people showed up to take a spin.

Another advantage that social media sites like Facebook and Twitter offer is a fresh and authentic avenue to promote events, sponsorships, contest and sweepstakes.  Let’s face it pushing a contest or sweepstakes is challenging.  It’s often hard to get much more play than a release posting in SNEWS or in the OR SHOW Daily if it’s a tradeshow event.  But with community-based sites it can get great play.  Vibram created a loud buzz for its Jackson Hole Sweepstakes with a dedicated website, weekly winner postings on their Facebook pages and RSS feeds and a few banner ads. They gathered 10,000 entries.
I’ve noticed a creative spin on promotions helps too.   Footwear Plus noted that Tony Zelaya of Zelaya Shoes in Bethesda, Maryland got great response when he offered 29 percent off everything in celebration of his son who was born on July 29th.

Blogs too have dramatically risen in stature as a target for pr consultants and every established media outlet has or is investing heavily in this portion of their offerings. It’s another interactive alternative that cannot be overlooked.
Many companies are realizing the versatility and cost effectiveness of a combination of public relations and online media.  Edelman at 6AM quoted a Booz Study where 41 percent of respondents said they planned to increase their pr spending.  As traditional advertising dollars decrease, dollars invested in digital and mobile communications and  pr are increasing.  That is good news for the New Year.