3 Digital Tactics That Cook Up Traditional PR Success
Between the 24/7 news cycle and the potential crisis looming only 140 characters away, the life of a PR pro has never been busier. In this lightening fast paced world, it’s essential for PR pros to not only keep up, but remain strategic.
Despite its name, slow PR is the answer for today’s uber fast environment. It focuses on research, forming relationships and incorporating digital into traditional PR. Think of it as the crockpot solution in a land full of microwave tactics.
So how can digital help you with your media relations efforts? Check out these three examples.
1. Discover trends via Snapchat
Don’t laugh PR pros, Snapchat isn’t just for teens anymore. With 100 million monthly active users, this platform isn’t something to sneeze at. With the roll out of its Discover feature in early 2015, media publications like CNN , ESPN and Cosmopolitan are creating “rich snaps” daily filled with videos, photos and news articles. Think of it as your morning paper, delivered daily to your phone. In true Snapchat fashion, you have to move fast, stories disappear within 24 hours.
By incorporating this into your PR routine, Snapchat can allow you to easily keep up with industry trends, which can serve as your inspiration for future pitch, content, real-time PR ideas and, of course, seeing what these publications are up to.
2. Form relationships on social
Who doesn’t love making friends on social media? It’s a great way to engage in a dialogue with reporters you otherwise wouldn’t have the opportunity to meet. Join Twitter chats or LinkedIn groups related to your industry and participate.
Just like networking in real life, listening is just as important, if not more so than sharing. Comment on relevant discussions, this will help establish your credibility as a player in your industry and become an authentic member of that online community.
Feel free to research reporters beyond their byline. Is the reporter you’d love to have write about your brand a die-hard Pinterest user? If it’s relevant, repin their content to your brand’s board.
Keep in mind, not all social networks are great for connecting with journalists. Approaching a journalist you don’t know on their personal Facebook account may creep them out, turning them off from receiving any future pitches.
3. Stand out in the comments section
Reporters are inundated by tons of email pitches a day. Blasting off an email to a reporter that‘s a stranger can feel like throwing a ball into a black hole. (If you want some pitching do’s and don’ts, get our tip sheet here!) Sure, you’ve tweeted back and forth every now and then, but how can you ensure you stand out or better yet form a long lasting relationship?
Research the top reporters that cover topics relevant to your brand and comment on their articles. Don’t simply say, “Good post!” Your comment is your time to shine. Contribute to the discussion or offer the journalist another perspective; this isn’t the time to be over sell-y or self-serving, just a way to further the conversation. When you do finally have something to pitch, you won’t be starting from square one. If you do this right, media may even reach out to you!
What are some other digital tips would you add? Share in the comments section.
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