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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  • 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