As one of the prominent online networking
tools used by professionals, Twitter is a valuable resource for the PRindustry.
It offers a range of opportunities for communicating with journalists and bloggers,who
mightotherwise be difficult to reach.Here are some tips for businesses to
effectively use Twitter
to help meet PR objectives:
Recently it was reported that more than
half of all journalists research stories on Twitter. Therefore, to be at the
right place at the right time, media lists should be updated with the Twitter
handles of journalists who frequently post when looking for a brand or
individual to provide comment. Regularly review the most influential reporters’
feeds to see if they are looking for something you can offer and get in touch
with them.
Private Twitter lists can also be developed
to make it easier to monitor these tweets of relevant reporters and
influencers. For example, split lists into publication types, industry areas or
the journalist specialisms so those people’s or brand’s tweets are never more
than a click away.
Twitter can be set up so it automatically sends
out emails to the userinforming them of other tweeters who may be of interest
to them. This is a useful resource for improving a PR professional’s press list,
as it opens the door to new target publications, websites and bloggers that mightbe
interested in the brand’s stories.
Additionally, relationships with
journalists can be cemented via Twitter by following traditional etiquette. For
example, taking the time to thank them for coverage or retweetinginteresting
content they’ve postedcan help to build up a rapport ready for the next
conversation. Whilst some reporters may find it rude to be approached with a
pitch over Twitter, others prefer this type of contact to a phone call or
email. Research whether the journalist may be open to a Twitter pitch by
looking at previous tweets or find a way to politely ask. It can also be
helpful to just quickly ascertain when a person will be back at their desk and
free to discuss a story in detail.
There are a number of Twitter accounts that
provide insight into what journalists are looking for when researching stories.
For example, @ProfNet and @HelpaReporter both share urgent queries from
journalists. Alternatively, incorporating hashtags into tweets such as #news
#pr #journchat or #journalism, will help circulate client news on those feeds
and increase the chances of getting coverage. Furthermore #journorequest is a
popular hashtag used by journalists who ask for input on the stories they are
working on.
Twitter isa continuously evolving platform
which PR professionals canuse to share the messages of the businesses they work
with. It should be used daily to remain knowledgeable about the latest news
developments within abrand’s industry, and as a primary tool for building
relationships with journalists and sourcing coverage opportunities.
Laura is an account
executive at Punch Communications, an integrated PR, search and social media
agency with a client base from start-ups to global brands. If you are
interested in services such as social search, call Punch on 01858 411600 or
visit www.punchcomms.com.
