a pr practitioner's guide to twitter
TRANSCRIPT
A PR PRACTIONEER’S GUIDE TO TWITTER
Or How to Use Twitter Effectively to Do Better PR
Prepared by Chris Baccus (@cbaccus)Executive Director Digital
October 2013
"What is the state of play right now.“
David CarrThe New York Times
JOU
RNALISTS AN
D TW
ITTER
JOU
RNALISTS AN
D TW
ITTERBREAKING NEWS AND THE RISE OF “CITIZEN JOURNALISTS”
JOU
RNALISTS AN
D TW
ITTER
of U.S. Journalists have a personal account on Twitter
78% The New Normal for News. Oriella PR Network Study. Digital Journalism Study 2013
59% International
JOU
RNALISTS AN
D TW
ITTER
State of the Media Report. Vocus. 2013.
BUILDING YOUR NETWORK
BUILD
ING
YOU
R NETW
ORK
HOW DO YOU FIND WHO TO FOLLOW?
Search.
BUILD
ING
YOU
R NETW
ORK
FIND LISTS ONLINE
Google is your friend.
BUILD
ING
YOU
R NETW
ORK
ELEMENTS OF A TWITTER PROFILE
Your Twitter followers who
follow this person
Publication identified and sometimes additional contact information
BUILD
ING
YOU
R NETW
ORK
EXTENDING YOUR NETWORK BY ASSOCIATION
Lists are your friend.
BUILD
ING
YOU
R NETW
ORK
LIST DETAILS
Browsing a list
BUILD
ING
YOU
R NETW
ORK
BUILDING YOUR OWN LIST
Public or Private?
Private (Accessible only to you)
Public (Anyone can view the list or subscribe to it)
BUILD
ING
YOU
R NETW
ORK
ADDING TO YOUR LISTS
Choose the list or lists you want to associate that account with
BUILD
ING
YOU
R NETW
ORK
PUBLIC LISTS
Public Lists do notify the account holder. Private lists do not.
BUILD
ING
YOU
R NETW
ORK
ADDING ACCOUNTS TO LISTS IS EASY AND QUICK
Add from the person’s profile page too.
BUILD
ING
YOU
R NETW
ORK
CAN ALSO FOLLOW OTHER’S LISTS
Don‘t want to create your own? Follow lists from people you trust.
ENGAGING WITH MEDIA
“It's for hearing. Listening.”
ENG
AGIN
G W
ITH M
EDIA
ACTIVE LISTENING FIRST
Get to know who they are first
ENG
AGIN
G W
ITH M
EDIA
SOURCE MATTERS TO JOURNALISTS
“It depends on whether I know the person pitching the story, or their affiliation.”
– National online digital magazine reporter
ENG
AGIN
G W
ITH M
EDIA
PR IS AT A DISADVANTAGE
The New Normal for News. Oriella PR Network Study. Digital Journalism Study 2013
ENG
AGIN
G W
ITH M
EDIA
State of the Media Report. Vocus. 2013.
ENG
AGIN
G W
ITH M
EDIA
"In general I've found Twitter is the best practical way to get directly through to journalists… I always compare it to being in a convention hall. They're open, they're meeting people, and you can just walk right up to them.”
- Patrick Garmoe, SpinSucks blog
ENG
AGIN
G W
ITH M
EDIA
BE HUMAN
ENG
AGIN
G W
ITH M
EDIA
EVENTS ARE YOUR FRIEND
THE ART OF THE PITCH
THE ART O
F THE PITCH
THE SOCIAL MEDIA PITCH PARADOX
Journalists who use social media the most are the least open to pitches.
State of the Media Report. Vocus. 2013.
THE ART O
F THE PITCH
THE CREATIVE PITCH - VIDEO
THE ART O
F THE PITCH
State of the Media Report. Vocus. 2013.
THE ART O
F THE PITCH
THE BEST PITCH
Call or Email
Use Twitter to Build the Relationship
ENGAGING INFLUENCERS
ENG
AGIN
G IN
FLUEN
CERSINFLUENCERS ARE NOT MEDIA
They do have an audience you want to reach, so respect and approach with the same rigor as pitching a journalist.
ENG
AGIN
G IN
FLUEN
CERSTHE WRONG WAY
Spammy influencer outreach.
An agency decided to use access to the corporate account to “pitch” influencers.
ENG
AGIN
G IN
FLUEN
CERSELEMENTS OF PITCHING AN INFLUENCER
PERSONALIZEStart by using their name
PROVIDE VALUEQuickly show why your pitch matters to them or their audience
LINK TO CONTENTProvide a way to learn more
POSITIVE OUTROEnd with a thank you or invitation to their thoughts
BE YOU
BE YOU
TWITTER IS NOT FACEBOOK OR LINKEDIN
BE YOU
BRING YOUR PERSONALITY INTO IT
BE YOU
KEEP UP WITH PR ON TWITTER
Join a Twitter Chat from Time to Time
#PR20CHAT #JOURNCHAT
Read Industry Blogs that Discuss New Media
Tuesdays 5-6pm PST Mondays 5-6pm PST
THANK YOU