Last month I used the social network Twitter to pitch a story to a reporter using less than 140 characters, and it was a resounding success for our client. As traditional media reporters continue experimenting in new media mediums (e.g., blogs, video, micromedia, podcasts), it’s only natural for PR pros to monitor and transparently interact within those mediums.
On Twitter, I “follow” a handful of reporters on the popular microblogging platform, and most of them “follow” me back — thus making us virtual friends…Friends with media relations benefits.
More specifically, I follow a travel writer for a local newspaper, a camera man from NBC, reporters from NPR, a local television human interest reporter and and writers for daily newspapers in MN and TX.
As a result of these Twitter friendships, I’ve now met all of them IRL (in real life) and developed meaningful relationships that yes, can be leveraged to share client news when appropriate. This is really no different than what PR pros have been doing for decades, but the “networking : relationship :: time : value” ratio is speeding up and moving online.
By following the minutiae of a reporter’s tweets — whether its fishing for story ideas, sharing a secret passion (i..e. wine, hoops or dinosaurs), or talking about their family — PR professionals can now use new media tools to gain unique insight into interests, personality, sentiment and even editorial calendars. More than a few reporters have been known to use their Twitter community to story mine, search for sources or (gasp) vent about clueless PR people.
The result of this particular client pitch via Twitter — with tons of credit going to the account team for their primo demo kit, savvy social media newsroom and stellar media follow-up efforts — was two daily newspaper hits, two blog hits, a national radio and local radio hit for a new consumer product.
Set in motion by a media pitch that was less than 140 characters, there’s no question this a prime example of the shifting symbiotic relationship between public relations practitioners and the media.