Journalism and Public Relations go hand in
According to a research by Cision social media has become an embedded part of the daily work routine of UK journalists with the majority of them using two or three social media tools regularly for professional reasons. (Below you’ll find a webinar that talks about the findings in more detail.)
This in turn is not much of a surprise – we’ve all seen how traditional media has been struggling because of the growth of digital. But is print really dead? Is the future of journalism digital? I guess we’ll find out soon enough. Undeniably though what matters for journalists is not so much the source (print, digital or social media), but the quality and reliability of the information from that source.
Understanding the implications of social media’s impact on journalisms, as Cision calls it ‘social journalism’, can provide PROs with more effective ways of pitching journalists and building good media relations.
Here are some of the most interesting findings that PR professionals should take into account before approaching the media:
What I found particularly interesting and valuable is the classification of journalists – ‘The Social Suspects’ – and how each of the following 5 types perceives and uses social media:
In the webinar the guys from Cision advise PR pros to make sure they’re aware of the journalist’s work and try and relate to it; they should also show an interest in it by commenting on social media channels. Such activity can be a step into the beginning of a good relationship and a flowing communication. Twitter for example can play a major role as it provides great conversational opportunities. Therefore, PROs should not only follow journalists, but also actively listen to what they’re saying.
The classification above should also be taken into consideration when trying to approach a journalist on social media. As suggested, social media might not be the best choice for contacting magazine journalists, but it would be great for engaging with broadcast or newspaper journalists to offer them valuable and newsy information.
Key in using social media for media relations is undeniably the approach. Different networks require a different approach, because people use them for different reasons and to meet different needs. PR pros must then be very careful how they contact journalists on various social media sites. For example, Twitter can be great for sharing stories and press releases directly, however Facebook may not be, as the platform is rather personal than work-related.
Enjoy the webinar!
[youtube width="550" height="450"]http://www.youtube.com/watch?v=sXe-cgH8YwY&feature=share&list=UU6Uts9n75HFMQ_AnaaQs4Mw[/youtube]
What do you think will the future of social journalism look like and how will it affect PR?
Image courtesy of David Castillo Dominici / FreeDigitalPhotos.net