The folks over at PR News do a great job of mini Q&A sessions with keynotes as part of their promotion for seminars. It’s a great PR tactic in and of itself. In their latest post Comcast PR Veteran Walter Neary was interviewed. He mentioned how he hopes one day using social media to reach reporters and bloggers stops being “special”. I agree. If you want to reach the news you need to know where the news people are. More and more tweet, blog or host FB posts. Some base their tool on company requirements, some base their tool on personal preference. Either way, no different reaching out to media on their platforms than if you called, emailed, or met them at the grocery story or local event. All that has changed is the channel of communication. What hasn’t changed is some basic elements:
- Know the reporter/editor’s beat (topics covered)
- Understand their style-each will tell their story their way, not yours
- Provide facts and resources to back those facts up
- Respect their deadlines–just because social media as well as media is 24/7/365 doesn’t mean there aren’t deadlines
- Build a relationship-sending media releases blindly and never communicating not likely to get you covered. Especially in the social media realm.
We cannot afford to keep blinders on about the race to reach media. If you aren’t on social media, you’d better catch up. If you don’t know how to talk to any media, social or otherwise, you’d better catch up. Or you won’t know what hit you when the Google glasses arrive.