how pr has changed in 140 characters or less - prsa memphis

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  • 1.How Public Relations is Changing in140 Characters or LessPRSA MemphisJune 8th, 2011Sandra Fathi Email: sfathi@aect.comPresident, Aect Twier: @sandrafathiPresident, PRSA New York Chapter LinkedIn: Sandra Fathi Slideshare: Slideshare.net/sfathi PROPRIETARY & CONFIDENTIAL 6/8/11

2. PROPRIETARY & CONFIDENTIAL 3. 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 BuzzPROPRIETARY & CONFIDENTIAL 4. 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)PROPRIETARY & CONFIDENTIAL 5. Twitter & PR Direct conduit to your target audiences; Media,Customers, Employees, Prospects, Shareholders etc. Multi-use platform; News Distribution, Monitoring, MarketResearch, Crisis Communications, Engagement,Customer Service etc. Rapid response, no-cost, direct channel.PROPRIETARY & CONFIDENTIAL 6. Finding Journalists on TwitterPROPRIETARY & CONFIDENTIAL 6/8/11 7. TwitterPROPRIETARY & CONFIDENTIAL 8. Twitter: Vocus PROPRIETARY & CONFIDENTIAL 9. Twitter: wefollow.comPROPRIETARY & CONFIDENTIAL 10. Twitter: ListoriousPROPRIETARY & CONFIDENTIAL 11. Twitter: Muck RackPROPRIETARY & CONFIDENTIAL 12. Twitter: Lists PROPRIETARY & CONFIDENTIAL 13. Tools for Monitoring & Finding QueriesPROPRIETARY & CONFIDENTIAL 6/8/11 14. Google AlertsPROPRIETARY & CONFIDENTIAL 15. HootSuitePROPRIETARY & CONFIDENTIAL 16. TweetDeckPROPRIETARY & CONFIDENTIAL 17. Radian6PROPRIETARY & CONFIDENTIAL 18. Twitter: SearchPROPRIETARY & CONFIDENTIAL 19. Twitter: journalisttweetsPROPRIETARY & CONFIDENTIAL 20. Twitter: HAROPROPRIETARY & CONFIDENTIAL 21. Twitter: ProfNet PROPRIETARY & CONFIDENTIAL 22. Twitter: Lists PROPRIETARY & CONFIDENTIAL 23. Twitter: #journchat PROPRIETARY & CONFIDENTIAL 24. Facebook: HARO PROPRIETARY & CONFIDENTIAL 25. Engaging & Building Relationships PROPRIETARY & CONFIDENTIAL6/8/11 26. What To Know 1. Provide full disclosure 2. Seek opportunities for relevant engagement 3. Become a resource/thought leader 4. Value over noise 5. Bring Online OfflinePROPRIETARY & CONFIDENTIAL 27. Retweets & Mentions PROPRIETARY & CONFIDENTIAL 28. Blog Commenting PROPRIETARY & CONFIDENTIAL 29. Relevant EngagementPROPRIETARY & CONFIDENTIAL 30. Become a ResourcePROPRIETARY & CONFIDENTIAL 31. Taking the ConvoOffline PROPRIETARY & CONFIDENTIAL 32. Social Media Pitching Best PracticesPROPRIETARY & CONFIDENTIAL 6/8/11 33. What To Know 1. Set goals, objectives & strategies 2. Communicate publicly 3. Interaction over distribution 4. Quality over quantity 5. Be relevant 6. Provide value PROPRIETARY & CONFIDENTIAL 34. What To Avoid 1. Releasing confidential information 2. Attaching reporters names to irrelevant content 3. Blatant flattery 4. Repetitive content 5. Inadvertently outing a reporters storyPROPRIETARY & CONFIDENTIAL 35. Content Creation 1. Keep it short & simple 2. Provide stats/numbers 3. Link to images or video if possible 4. Include links for more infoPROPRIETARY & CONFIDENTIAL 36. TwitterPROPRIETARY & CONFIDENTIAL 37. TwitterPROPRIETARY & CONFIDENTIAL 38. Finding the Story & Creating a BuzzPROPRIETARY & CONFIDENTIAL 6/8/11 39. Trend Intervention &Story HijackingPROPRIETARY & CONFIDENTIAL 40. Promoting SpecialOffers PROPRIETARY & CONFIDENTIAL 41. Promoting SpecialOffers (contd)PROPRIETARY & CONFIDENTIAL 42. Pitching the CaseStudy PROPRIETARY & CONFIDENTIAL 43. Pitching the CaseStudy (contd) PROPRIETARY & CONFIDENTIAL 44. Questions?PROPRIETARY & CONFIDENTIAL 6/8/11 45. Contact Information & Resources:On Slideshare www.slideshare.net/sfathiSandra FathiAect989 Avenue of the Americas, 6th FloorNew York, NY 10018sfathi@aectst.com212 398 9680Twier: @sandrafathiWeb: www.aect.comBlog: www.techaect.comPROPRIETARY & CONFIDENTIAL 6/8/11