Recently I’ve noticed a recurring trend in my Twitter stream: journalists are using tweets to air PR grievances. With social media, it’s never been easier for the media to highlight annoying PR habits - mass news release mailings, poorly written materials, etc. – through their personal networks. One off-topic pitch could land you a starring role in a journalist’s tweet for the day.
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What these tweets convey in under 140 characters is the reminder that it’s important for PR pros to know who you’re pitching. Get to know their beats, topics of interests or even a few personal tidbits that will help you understand them a little better.
Now for the best part: Twitter is a one-stop source for all of this information - that is assuming the journalist maintains an account.
Though some journalists use the occasional tweet to highlight frustrations, many of them use it as a reporting tool. It’s the perfect channel for them to share their work, seek out stories and connect with others. In fact, many are on it all day, every day.
As PR professionals, it’s now our job to take in all of the information they’re offering and use it to our advantage. Simply create a Twitter list for the media in your location or niche and monitor it throughout the day (Note: for a list of media in the Chicago area, follow KSA’s own Twitter list here: http://bit.ly/gcoulT).
Using social media channels to connect with the media will help keep you out of hot Twitter water and may also improve your chances of landing a placement for your company or client.
-- Katie Fanella
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