Next-gen Social Media Relations 8AM...OPTIMIZE YOURSELF 1. Pick a team –personal vs. professional...

PROPRIETARY & CONFIDENTIAL

4/9/2015

Katie Creaser

Vice President, Affect

Web: www.affect.com

Blog: www.techaffect.com

Email: [email protected]

Twitter: @ksafrey

Event Hashtag: #raganPR

Next-gen Social Media RelationsProven Methods for Placing Stories and Building

Relationships Beyond Twitter

Ragan PR & Media Relations Summit

April 8, 2015


KATIE CREASER

Vice President, Affect

Public Relations and Social Media Firm

Serving B2B Technology, Healthcare and Professional Services

Clients

Head of Affect’s Social Media Practice

Digital Programs Have Received Accolades from PRSA, the Sabre

Awards and B-to-B Magazine


AGENDA

Why Engage Journalists on Social Media

How to Find Journalists & Bloggers on Social Networks

Active Listening: Finding and Taking Advantage of Opportunities

Proactive Pitching: The Dos and Don’ts

What Journalists Want

Success Stories

Optimize Yourself


WHY ENGAGE ON SM?

1. Relationship building – when was the last time you actually took a

reporter out for lunch?

2. Get to know the media – without being a stalker

3. Reporters are actively seeking sources – help them!

4. Find out what they are working on right now

5. Get on the short-list for consideration in their articles

6. Spark ideas for journalists

7. Get direct access – hint: it’s less crowded than their inbox

8. They expect to find you there!


4/9/2015

The Stats Are In: Journalists Use Social


JOURNALISTS ON SM


JOURNALISTS ON SM


JOURNALISTS ON SM


CONSUMERS ON SM

Pew Research

State of the News Media 2014

Percent Who Use SM Site & Percent Who Get ‘News’ from the Site


CONSUMERS ON SM

Pew Research

State of the News Media 2014

Percent of ‘News’ Consumers for Each Site


4/9/2015

So, Where Do We Find Them?


All About the Target Audience:

Who is your target audience?

Type of Reporter

Industry

Beat

Geography

Special Interests

Where are they congregating?

What are they interested in?

Who are they listening to?

FINDING REPORTERS


FINDING THE RIGHT

PLATFORMS

LinkedIn

Groups/Channels

Pinterest Topics Blogs


THE PUBLICATION


FINDING JOURNALISTS:

DATABASES


FINDING JOURNALISTS: SM

PLATFORM SEARCH



SEARCH



PAID



SOURCES


4/9/2015

Know Your People:

Bloggers/Influencers vs. Journalists


THE BLOGGER SPECTRUM

Personal Blogger - Hobbyist Professional - Journalist


THE HOBBYIST

For the Love

For the Cause

For the Money

For the Fame

For the Freebies

For the Traffic


THE PROFESSIONAL

For the Editor

For the Job

For the Readers

For the Clicks

For the Fame


THE DIFFERENCE

Journalist

Separation of Editorial

& Advertising

Functions

Clear Editorial Policies

No Compensation

Paid Programs

Through Advertising

or Marketing Dept.

Hobbyist

May or May Not Separate Editorial

& Advertising Functions

Unclear Editorial Policies (Read the

Blog or Ask)

May or May Not Accept

Compensation

Paid Programs May Be Through the

Same Individual


4/9/2015

The Rules of Engagement


ENGAGING & BUILDING

RELATIONSHIPS

Where to Start:

1. Set Goals & Strategy

2. Provide Full Disclosure

3. Seek Opportunities for Relevant Engagement

4. Become a Resource/Thought Leader

5. Value Over Noise – Quality Over Quantity

6. Bring Online Offline


ENGAGING & BUILDING

RELATIONSHIPS

Quick Tips:

1. Give & Get: Retweets, Likes, Shares, Favorites

2. Read & Comment: On Articles, Blog Posts, Videos etc.

3. Ask & Answer: Ask Questions (Journalists are people too) and Answer

Requests (Help them find sources)

4. Act Fast!


THOUGHT LEADERSHIP


PROVIDING VALUE


WHAT TO AVOID

1. Releasing Confidential Information

2. Attaching Journalist’s Name to Irrelevant Content

3. Blatant Flattery

4. Repetitive Content

5. No Thought, No Story

6. Inadvertently Outing a Journalist’s Story

7. Compromising Their Ethics


CONTENT CREATION


SETH ROSENBLATT, CNET

SENIOR WRITER


MYATT MURPHY, FREELANCER

Hi publicists,

I have two media opportunities for you in the October issue of Oxygen magazine (article on hiking),

as well as the November issue of Oxygen magazine (end of year holiday gift guide). As always, if

these media opportunities do not apply to your clients, I hope it’s appreciated that I reached out, since

you never can be sure what each agency represents, and I certainly wouldn’t want you to miss the

chance to be a part of something. That said:

For the October issue: I've been asked to write a feature regarding the benefits of hiking and I'm

looking for authors/experts that can either speak on behalf of the fitness advantages of hiking,

and/or recommend the best places throughout the US to hike. This feature is being written in the

next week or so, and due the 2nd week of July, so if you have any recommendations, please send

them ASAP….


DAVID POGUE, YAHOO TECH

COLUMNIST


SUZANNE LUCAS,

FREELANCER


FROM TWEET TO ARTICLE


HASHTAG TO ARTICLE


FACEBOOK POST TO BLOG


PITCH TO TWEET


4/9/2015

Optimize Yourself


OPTIMIZE YOURSELF

1. Pick a team – personal vs. professional

2. Clean up your professional profile

3. Take offline/email relationships to social media

4. Be active, post relevant information

5. Become a news feed - promote sources on breaking news stories

6. Use Twitter lists to aggregate relevant journalists

7. DO NOT SPAM


4/9/2015

Contact Information & Resources:

On Slideshare – www.slideshare.net/ksafs

Katie Creaser

Vice President

Affect

989 Avenue of the Americas, 6th Floor

New York, NY 10018

212 398 9680

[email protected]

Twitter: @ksafrey

LinkedIn, Facebook: Katie Creaser

Web: www.affect.com

Blog: www.techaffect.com

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Next-gen Social Media Relations 8AM...OPTIMIZE YOURSELF 1. Pick a team –personal vs. professional...

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