how public relations is changing in 140 characters or less: prsa health academy teleseminar
DESCRIPTION
Teleseminar presented on March 5, 2011 to the PRSA Health Academy on how the advent of twitter has changed public relations.TRANSCRIPT
PROPRIETARY & CONFIDENTIAL 04/11/23
Ben Garret
Executive Producer, Vidicom
Vice-chair Programming
PRSA Health Academy
How Public Relations is Changing in 140 Characters or LessPRSA Health Academy TeleconferenceMarch 4, 2011
Leigh Fazzina
Principal, Fazzina & Co. Communications
Chair-elect, PRSA
Health Academy
Sandra Fathi
President, Affect Strategies
President, PRSA New York Chapter
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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
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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)
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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.
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Finding Journalists on Twitter
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Twitter: Vocus
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Twitter: wefollow.com
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Twitter: Listorious
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Twitter: Muck Rack
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Twitter: Lists
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Tools for Monitoring & Finding Queries
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Google Alerts
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HootSuite
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TweetDeck
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Radian6
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Twitter: Search
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Twitter: journalisttweets
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Twitter: HARO
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Twitter: ProfNet
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Twitter: Lists
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Twitter: #journchat
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Facebook: HARO
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Engaging & Building Relationships
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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 Offline
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Retweets & Mentions
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Blog Commenting
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Relevant Engagement
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Become a Resource
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Taking the Convo Offline
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Social Media Pitching Best Practices
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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
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What To Avoid
1. Releasing confidential information
2. Attaching reporters’ names to irrelevant content
3. Blatant flattery
4. Repetitive content
5. Inadvertently outing a reporter’s story
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Content Creation
1. Keep it short & simple
2. Provide stats/numbers
3. Link to images or video if possible
4. Include links for more info
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Finding the Story & Creating a Buzz
PROPRIETARY & CONFIDENTIAL Presented to Pitney Bowes | May 24, 2010Affect Strategies
Trend Intervention & Story Hijacking
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Promoting Special Offers
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Promoting Special Offers (cont’d)
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Pitching the Case Study
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Pitching the Case Study (cont’d)
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Questions?
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Contact Information & Resources:
On Slideshare – www.slideshare.net/sfathi
Sandra Fathi [email protected] 398 9680
Twitter: @sandrafathi Web: www.affectstrategies.comBlog: www.techaffect.com