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It has become increasingly obvious recently that Twitter can prove an invaluable tool for PR agencies and those wishing to get press releases out there, fast. There have been some very high profile cases of news breaking on Twitter long before the mainstream media report the story eg news from Iran, The Carter-Ruck Trafigura case etc. So much so, that now there are many journalists haunting Twitter to get exclusives. (See this great list of UK journos on Twitter.)
If you are involved in internet marketing and PR, and are looking to reach a wide audience, particularly for viral and news items, Twitter is without a doubt the place to be right now. It is also extremely useful for accessing information about your competitors, industry news, consumer commentary, trends, as well as learning how not to use Twitter as a marketing tool!
The Twittersphere, just like the blogosphere, is quick to leap on anyone seen to be ‘breaking the rules’ or netiquette. Lurk before you leap and you will discover that, even as a listening device, Twitter is a fabulous tool in your internet marketing toolbox.
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And you thought elevator pitches were hard!!
Journalists are increasingly looking to Twitter for stories and pitches, so your latest necessary skill and challenge is to put your press release or pitch into 140 characters.
Sending Word documents to journos is now a big #fail so start sharpening your haiku skills!
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As Twitter and other social media tools are adopted en masse by those in the Web PR field, and keeping in touch with all that is happening with live PR campaigns becomes ever more important as the mainstream media begins to perish, MyPRGenie has launched a free white paper entitled PR 3.0: The new Public Relations Toolkit
This white paper covers the growing problems within mainstream media and how they will begin to affect those involved in traditional PR – adopt the web or die is a key message! It looks at PR 2.0 and the tools that have been used over the last 2-3 years to adapt to the ever-changing media world, as well as making some intelligent guesses at what will be required for both journalists and PR agencies in the months and years to come.
In order to survive the changes in the media world, many will need to completely change the way they work, accepting that those big breaks of front page and major news stories in the print press will become less frequent, and that the news consumer is now seeking their news fix online.
Keeping in contact with those who will break stories is going to become vital and phone calls and even e-mails are so last century. Maintaining a current database of contacts will mean understanding where to make real-time contact and monitoring what tools and applications – Twitter, facebook, etc – are the ones of choice for each of your contacts.
In order to be heard, PR agencies are going to need to be on top of all that is going on online, with stories reaching the widest number of eyeballs by ensuring that press releases and so on are distributed through the most effective mechanisms, and that will no longer be just your standard press releases distributors.
As a free white paper, this is worth a read to absorb some of what is written between the lines and the thoughts that will engender for your agency in future.
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