Social media and traditional media continue to converge, according to Vocus’ “State of the Media Report 2014”, giving marketing and PR pros the opportunity to earn more high-value publicity than ever before. But even in a journalism environment that revolves around social media, securing coverage can be a challenge. Social media channels are flooded with content. So how can you rise above the cute cat videos and funny top 10 lists to snatch the spotlight? Here are three tips to land media coverage in a social world:
1) Fly With the Flock
Twitter is the perfect platform for any organization, large or small, to contribute to the conversation. Make an effort to follow, converse and engage with journalists and influencers. Add value to position your company or client as a valuable industry player and become part of the in-crowd.
2) Dig Deep for Data
The majority of social media participants are simply regurgitating content. Did you know that approximately 80% of content on Pinterest is re-pinned? This gives original visual content a big advantage in cutting through the noise. Journalists and influencers take note of those who create original content, dig up new data, and back it with strong visual content, hard facts and reliable sources.
3) Give Up the Goods
Media outlets are cutting support staff and photographers, which puts pressure on journalists to do more with less resources. Include high-quality photographs, short videos and visual information as part of your pitch, and you’ll increase the chances of catching a journalist’s eye. You’ll be making their lives easier while getting your clients the attention they deserve.
Contribute valuable factual information via social media channels, and you’ll quickly stand out as a go-to source for people in traditional media. With the right strategies, organizations can earn media coverage that rivals large businesses with fully staffed PR departments.
2013 was a crazy year for journalism. How will industry changes impact your PR program? Find out what’s happening, what’s next, and what to do with the Vocus 2014 State of the Media Report. Download the free report now.