WordSmith › Engage The Media To Deliver A Better Story, Part II

“Pithy PRognostications from a recovering journalist …”

 

Words of the Day

“They didn’t understand that South by Southwest is and important thing.”  – Author Dan Rutherford

 

Grow Your PR Reach With Social Media

What are some of the more innovative ways that communicators can use social media in their daily jobs? According to Mashable, Here are two additional creative ways to use social media for PR. 

 

Connect with Media at Events
The real-time nature of social media allows PR professionals to insert themselves where and when news is happening, and sometimes even track down the people reporting on it. Nowhere does that dynamic come into play more prominently than at the SXSW Interactive Festival. At this year’s event, savvy PR pros abandoned email and phone calls and turned to Twitter and location-based apps to find and connect with reporters.

 

“The only way I was able to reach reporters was via Twitter — all emails and phone calls were lost,” says Kristen Nelson from PetersGroup Public Relations. “In the past, our firm would initiate aggressive email and phone outreach in order to distribute news releases, set up briefings and interviews with the media on behalf of our clients. Now, we follow key influencers and media on Twitter.”

 

During SXSWi, her firm secured coverage on behalf of clients by showing up at events where media reported they currently were, either via Twitter or location-based applications.

 

“For example, a CNN reporter sent a message via Twitter to come pitch her at 2pm over a beer. This mass query turned into a prime-time video feature for the respondents,” adds Nelson.

 

Take Your Feed Into the Real World
 Sure, you’ve syndicated your Twitter and Facebook feed onto your website … but how about on I-95?

 

In late 2009, accounting firm Freed Maxick launched a digital “Twitter billboard” in Buffalo, NY. Located on a major connecting commuter thoroughfare of the area, the billboard displays updates from the firm’s Twitter account in real-time, promoting the firm’s expertise, services and experience as a means to offer high-value, issue-oriented content to the business commuters of the area.

 

In 2010, the firm revitalized its digital billboard strategy with the debut of outdoor interactive digital Facebook billboards. The billboards displayed real-time, select content from the firm’s Facebook Page to help raise awareness of local charitable and community-based organizations. Calls-to-action on the billboard encouraged participation in events and causes and encouraged interaction online.

 

According to Emily Burns, Freed Maxick’s emarketing and communications specialist, the initiative worked to help the firm drive new business and stay top-of-mind within the community.

 

Golden Mic

Each week, WordSmith will bestow a Golden Mic Award to the person, group or company in the court of public opinion that best exemplifies the tenets of solid PR, marketing and advertising – and those who don’t.  Stay tuned … and step-up to the mic!

 

The WordSmith News Bureau is based at Deane Smith Media Innovations, a full-service PR, marketing and advertising agency.  Got PR?  Need marketing strategy? Ad consulting?  Message Wordsmithing?  Creative & online initiatives? Reach the WordSmith at wordsmith@deanesmithmedia.com