Every PR professional understands the importance of a good pitch—done well, a pitch is key to securing media coverage for a client. And, as the PR field is changing, so are the channels of communication available for creating effective pitches. For example, nowadays reporters generally welcome pitches via Twitter, an underrated and underused platform for tapping into potential media coverage.
Pitching reporters through Twitter can often be more effective because you reach reporters in real time with an efficient, 140-character message. Moreover, since reporters receive a vast amount of pitches via email, using Twitter allows your pitch to stand out against less noise.
However, bombarding reporters with pitches through Twitter will likely prove ineffectual. Just like in traditional media relations, achieving initial rapport with a journalist is essential to fostering strong media relationships. So how exactly do you go about forming relationships with reporters on Twitter? Samantha McGarry, vice president at PR and social content agency InkHouse, recently offered tips about the subject in a PR Daily article.
I’m compiling McGarry’s four tips below, plus some of my own to set you on your way to forming healthy reporter relationships via Twitter. Starting with McGarry’s:
1. Remember that reporters are people, too.
Just like you, reporters have lives, families and hobbies outside of work about which they often tweet. Converse with them about these interests as you would anyone else. He or she is also a sports fanatic? Great, tweet back with your thoughts on the game or offer a link to a video clip. Humor doesn’t hurt, too; casual jokes or witty tweets relevant to reporters’ interests can go a long way.
2. Understand how your target reporters are using Twitter.
Reporters use social media for different things—and some use it more than others. Is he or she attempting to grow his or her personal brand? Search for news trends? Gather sources, tips and info? Knowing his or her habits will help you gauge how to make your entrance in a welcome way.
3. Be generous with the Twitter love.
Everyone likes a little ego boost, including reporters. Build a foundation for the relationship by spreading the love—compliment their articles or congratulate them on milestones about which they have tweeted. Tweet their stories and re-tweet or favorite their tweets when relevant, making certain to @ mention his or her twitter handle when necessary.
4. Pay attention to timing—it’s everything.
Strategize—follow their tweets to know where they’re at and what they’re up to so you can calculate when is best to make your move. At a news conference? Jump in with that link of yours to an insider’s quote. Tweeting about how great his or her ski trip is? Hold off on any tweet action until he or she is back in town.
And now, some tips I would add:
5. Do your research.
Read about the reporter and the publication(s), as well as some of his or her work. Knowing the way the reporter works as well as the publication’s interests allows you to tailor your tweets to meet them, offering insights that help the reporter while making the connection. Win-win.
6. Lead them to you.
Reporters often use Twitter to find trends. Using appropriate hashtags of industry trends might lead them directly to you and build your presence in a space.
7. Don’t ask for anything.
…at least not until you’ve built the relationship enough to make the plunge. Until then, think through how you’re coming across. Relationships between journalists and PR professionals should be positive –nothing sours that like asking for handouts too early on or with too much force. With this type of behavior, you’ll run the risk of annoying the reporter and putting a permanent damper on the relationship.
8. Avoid being overwhelming.
Favoriting or re-tweeting every single tweet becomes overbearing. Reporters often won’t respond to or even read every tweet you direct their way, but don’t take that as a sign to harass them with tweets until they do. Connect with them just enough to make your presence known in an agreeable way. And, if you have been attempting to break through for some time to no response, move on.
9. Don’t think you have a better relationship than you do.
Avoid crossing boundaries by becoming too personal—use sound judgment, remembering always that the basic function of your relationship is professional. Steer clear of insulting or off-color humor and language altogether. You don’t want to risk offending the reporter because you gauged the relationship to be more mutually understanding than it is. This also includes tweeting at them for opinions on controversial topics—reporters know that expressing certain personal views can affect perception of their reporting, so avoid putting them in that awkward position by sticking to more informal tweets.
10. Make the relationship mutually beneficial.
A basic tenet of any professional partnership. Help reporters by enhancing their copy – tweet back with links or data you think might relate to what they are working on. If they ask for tips, offer them.
11. Express gratitude.
If you do finally make a pitch and the reporter responds, even if it is still a “no,” thank them. Showing your appreciation maintains the relationship, leaving the door open to potentially reach out in the future.
Building relationships with reporters is essential in the field of public relations. Potential gains for clients, as well as for your own influence, are huge if you’re well connected. Twitter offers PR professionals an efficient means to make this connection with journalists and publications.
However, effectively pitching through Twitter requires establishing camaraderie with target journalists. Creating a mutually beneficial relationship is a much more healthy approach to pitching than thoughtlessly bombarding reporters with irrelevant information, hoping that something sticks. Consider using Twitter to build out your relationships with reporters, but keep the above tips in mind to set yourself up for success.