How brands should engage journalists on social media

How brands should engage journalists on

social media

Samuel DunsigerPodCamp Toronto 2015

#PCTO15 Twitter: @samdunsiger

Who am I?A freelance writer and communications consultant, I’ve been on both sides of media relations. I’ve done pitching and PR for various brands, non-profits and startups, and I’ve been pitched.

I’ve seen good and bad pitches; short, compelling pitches and ones that read like novels.

@samdunsiger linkedin.com/in/samueldunsiger

samueldunsiger.ca

A bit of what you’ll learn!• How digital media affects both sides of media

relations

• How you can engage journalists on social media

• Which platforms you should use

• Should you pitch journalists on social media?

• The implications of CASL on pitching media

How has digital media affected the way communications and journalists work?

“I’m on [social media] almost non-stop. Maybe too much…on my desktop and mobile. It alerts me to breaking stories, allows me to promote my work, helps me track down sources and lets me communicate directly with readers. It’s become indispensable.

- Michael Rand, Minneapolis Star Tribune

Calling all sources!

(Source: Indiana School of Journalism 2014)

(Source: Indiana School of Journalism 2014)

Hey! What about brands?!Brands are creating their own stories and becoming publishers themselves. Hello, content marketing!

Case Study: Coca-Cola Journey

But…

(Source: Chad Pollitt, Co-founder of relevance.com, 2014)

What is media relations?• The relationship between

brands, PR folks and journalists = mutually beneficial.

• It isn’t just about pitching, but managing relationships. Publicity is the end game!

• Social media offers so many ways to harass…I mean, build those relationships with…them.

Okay, so how should I connect with journos?

• Learn about their interests and beats. Many reporters list what they cover in their Twitter bio.

• Comment on their stories and offer feedback.

• Offer resources for other stories – sources, tips, etc.

• Get to know them before reaching out.

Pitching journos on social media?

The million-dollar question: should you pitch journalists on social media? Yay or nay?

It starts with a good story. Have a good news hook. Be sociable.

Think about their needs.

Key to a good news story: public interest. Just because you find it interesting doesn’t mean others

necessarily will. Your CEO’s Klout score isn’t news!

What else makes a good news story?

An unexpected or unique angle Timeliness

Human interest (profiles, etc) Proximity

Be personal. Create a conversation and highlight why your story would benefit them! Make it about them - not you!

Get to the point quickly! Perk of pitching via Twitter: it forces you to tell exactly what the story is in

less than 140 characters.

Dos and don’ts of pitchingDo Don’t

Your homework! Get to know the journalist and their beat

Publicly tweet same pitches to multiple contacts

Personalize your pitch Tweet a generic note

Include a link if pitching from Twitter Facebook message them

Engage on ongoing basis Follow up on one platform from your pitch from another

Be social! Just connect with them to pitch

Be strategic Simply push yourself onto them

Think about them!

Wait…What about CASL?!• The Canadian Anti-Spam

Legislation (CASL) can pertain to pitching media when promoting a person/organization offering services.

• In case you’re wondering…implied consent = if pitching guideline or contact info is readily available on the site, their Twitter bio, etc.

Above all, remember it’s still about being human and sociable. You’re managing relationships!

The end/Q+ASamuel Dunsiger @samdunsiger

linkedin.com/in/samueldunsigersamueldunsiger.ca