How do you leverage social media platforms and tools to enhance your media relations pitching strategy?

Journalists, like other people, use social media to post updates about their lives, share their preferences and engage in discussions on topics they care about. - Personal and professional updates - Personal preferences - Topics one cares about What does a PR professional need to customise her media pitch? It's exactly these three things. The information about the above three aspects can help any PR professional customise their pitch properly and send it to the target journalist. Sadly, many PR professionals choose to rely on dated media lists they have sourced from friends and colleagues instead of researching on social media.

Don't just research reporters - reverse engineer what we call "comp coverage"! Every company or startup has a comp (aka comparison) company they use to pitch. Example: One of our clients was a database for diamond shopping so we called them "The Kayak for Diamonds". Find the most-well known comp in your industry -- the more well-known the better and then look up all their media coverage. From there, research the reporters who wrote about your comp company and then pitch the relevant reporters (meaning they cover your beat!) by putting the comp name in the subject line. Ex: Meet the New Kayak For Diamonds! Because these reporters already wrote about Kayak, they were 1. Already very familiar 2. More inclined to open the pitch.

I believe that social media has an important role in enhancing media relations strategies. ?It enables media relations professionals to engage with journalists, stay informed about their projects, and establish connections. Personally, I use FB, Twitter and LinkedIn in engaging with media members, whether in print, digital media and TV. ?Social media also provides valuable tools for monitoring media conversations and trends, allowing professionals to stay updated and customize their pitches. ?Lastly, social media serves as an ideal venue for promoting media coverage, including articles, interviews, or features, reaching a wider audience and increasing visibility for clients or organizations.

While tools like Muck Rack are extraordinary in identifying and researching media targets, social media - especially X (formerly Twitter) - is a powerful tool for finding, following, and connecting with media. 1) X's "For You" algorithm will feed you content based on what you engage with. If you see job updates or posts from journalists of interest, engage with them! 2) "Lists" is an overlooked feature that allows you to organize your contacts into a filtered feed. Create lists based on subject areas or journalists you're interested in building a relationship with, and check the list regularly. 3) Journalists use X as a resource. Their following/followers can serve as a curated list of similar individuals and organizations.

It probably appears easy when a readymade list comes to people. But doing the hard work always pays off. Eventually. It is the distinction between work hard and work smart. A slight reverse here.

Piggyback on hot news stories with strategically hashtagged social media posts and media advisories that contain strong relevant quotes from your company’s experts and some loyal followers. Share pitches with general and subject-area media (both social and traditional) as well as with your established connections of editors and influencers. For instance, if wildfires and air quality are in the news, a pet care company or veterinary organization could pitch tips and real stories about keeping pets safe from wildfire smoke.

Twitter (X) is a great tool for media monitoring and for identifying current trends. Also, with the majority of journalists being present there, it’s a good opportunity to connect with them, get an understanding of the content and topics they are discussing about and start establishing a relationship with them.

Monitoring trends on social media is like riding the magic carpet with Aladdin. Just as Aladdin soars through the skies on a carpet, keep an eye on the ever-shifting trends in the social media landscape. It's like catching the winds of change. Monitor hashtags, discussions, and emerging topics, much like Aladdin navigating the currents of Agrabah's skies. By approaching it with Aladdin's agility, your media strategy will be as attuned to the trends as a carpet gliding through the bustling streets of a new world. ??♂???

Here are the top 5 things I've considered in constructing a media pitch for an education-focused trade show: 1. Compelling Headline: Craft a headline that grabs attention and clearly communicates the essence of your story. Ex: "Trade Show Transforms: Education Organization Donates Truck Loads of School Supplies to Underserved Communities." 2. Newsworthy Angle: Emphasize the positive impact and how it addresses a current need. Ex: Highlight statistics on the # of students/schools impacted, &/or value of donated materials. Quantifiable data makes your story more compelling. 3. Emotional Appeal: Share the human stories, feature quotes from teachers, students, or donation recipients about the impact on their learning environment. Cont.Below

Crafting your pitch is like creating a spell with Hermione Granger from "Harry Potter." Just as Hermione carefully crafts her incantations, shape your pitch with precision and magic. It's like casting a spell that captivates and enchants. Choose your words wisely, weave a narrative, and make it as compelling as a magical charm. By approaching it with Hermione's meticulousness, your pitch will be as spellbinding and effective as a potion brewed in the Hogwarts halls. ????

Cont. from Above: 4. Visuals & Multimedia: Include high-quality photos or videos showcasing the donation process, excited recipients, or the improved learning environment (manufacturers really help with this!). Visuals capture attention and enhance your story. 5. Clear Call to Action: Don't just tell, inspire action. Briefly mention your organization's mission and invite viewers to get involved through volunteering, donations, or partnerships. Continued Below again!

Delivering your pitch is like presenting a groundbreaking invention with Phineas from "Phineas and Ferb." Just as Phineas unveils his creations enthusiastically, present your pitch with energy and confidence. It's like showcasing an extraordinary innovation. Deliver your message, make it exciting, and leave an impression as unforgettable as one of Phineas's summer projects. By approaching it with Phineas's inventive spirit, your pitch will be as dynamic and memorable as a day of adventures in the Tri-State Area. ????

I have a weekly blog that I post on my Web site www.peter-writeforme.com. I post the same material on my business Facebook page (Peter Bilodeau, Freelance Writer) and my LinkedIn profile. I also write a short tease on Twitter that links back to my Web site.

An excellent op-ed can turn into a newsletter topic, a video for LinkedIn, and a one-to-one message given to clients and potential clients. A press release based on a market analysis can become a podcast topic and subject for at least three articles on the corporate blog.

I sometimes have to remind clients to use a great piece of media coverage to its full extent. After you put so much work into pitching, securing and following through on a media opportunity, don't allow it to die off after the article runs or segment airs. That can become great social media fodder (you can splice it and use it in multiple posts), blog content, internal newsletter content or even adding the link to your company e-signatures.

Amplifying your coverage is like turning up the volume on a catchy tune with DJ Suki from "Trolls." Just as DJ Suki boosts the beats to get everyone dancing, increase the visibility of your coverage across media channels. It's like cranking up the excitement. Utilize social media, partnerships, and collaborations to spread your message, much like DJ Suki spreading the rhythm. By approaching it with DJ Suki's vibrant energy, your coverage will be as amplified and resonant as a chart-topping hit. ????

Continued from above... Bonus: Target Relevant Media: Research and pitch to education and community-focused outlets, local news near recipient schools, or trade publications within your industry (we has lots of great trades over the year!). Offer Interviews & Expertise: Position your organization as a thought leader on educational equity and resource allocation. Offer relevant experts for interviews or quotes. We offered onsite media tours of "Classrooms of the Future" & "Learning Outside the Classroom".