How to Pitch Journalists on Social Media

How to pitch journalists on social media19th March 2015

Social Media Usage

Cision Social Journalism Study 2015 key findings:

• The majority of UK journalists use social media as

a professional tool

• Over half (53.5%) of UK journalists said they can’t

carry out their work without social media

• Twitter (75%) continues to be the most popular socialmedia platform for journalists

• Publishing and promoting content and sourcinginformation are the two most important reasons forsocial media use for journalists

• PR professionals are the most important sources forjournalists

Yet only 32% of PRs use social media to contact journalists

+ Business focus

+ Private messaging

- Only use if already connected and worked with previously

- Not recommended

- Must be close personally and already ‘friends’

+ @Accounts blend personal and professional

+ Main platform for open dialogue with journalists

- All ‘cold’ tweets you send are public

There’s a place to pitch on social

And a time to pitch

Requests peak on Tuesday/Wednesday around lunchtime

Bottom out on Friday/Saturday

Why do journalists use social?

To find ideas, follow news and follow brands

they are interested in

Self promotion and to share their work

Interact with interview sources

Develop working relationships

Personal use (don’t forget about this!)

Why do journalists use social?

Why do journalists use social?

Seeking out journalists and requests

Set up searches

in Tweetdeck

Find people to outreach on

Followeronk

Other free tools

Search on

Cision

Approaching and pitching to a journalist on Twitter

Do Don’t

Build up your own Twitter following before pitching Tweet from an account which has just been set up

Learn about a journalists interest and hobbies Pitch to a journalist without knowing a bit about them

Interact with journalists before pitching Pitch to a journalist before interacting with them

Pitch from your own Twitter channel Pitch from you own company’s Twitter channel

Pitch to an individual journalist’s Twitter handle Pitch to a publication’s general Twitter channel

Offer resources for other stories Just think about what’s in it for you

Be personal and create a conversation Hard sell

Check that a journalist is happy to receive Twitter pitches Pitch to a journalist who doesn’t like Twitter pitches

Keep pitches targeted and tailored to each journalist Send out mass tweets

Keep using other channels to pitch Only use social to pitch stories

How not to pitch

Pitching in action

Good pitches

Twitter pitch check list

• Journalist twitter handle

• Client Twitter handle

• Make sure you use #client

• Work related bio within your Twitter profile

• Key headline

When 140 characters isn’t enough

• Create an online press room where media

materials can be located (link to this in your

tweet)

• Teaser Tweets (Vine)

• Shorten web links

• Move away from social

Then take the relationship off social

• Social channels should only be used to

open dialogue with journalists

• Conversation is much more deep and

meaningful via email or phone

• Important to develop face to face

relationships after that

• Journalists will soon be coming to you!

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