How Social Media Has Affected Media Relations

If you have an active press and public relations campaign, then media relations is likely part of the process. Often, in order for you to get the media attention that you want for your company and press releases, it requires a relationship with a media representative. Press and public relations is a competitive process and relationships matter. Today, more than ever before, you have the ability to forge powerful and reciprocal relationships with media representatives from all over the world. Social media has had a powerful and profound impact in media relations.

1. Reach

Media representatives consistently turn to social media to stay in touch with what’s going on in the world, to get ideas for stories, and to research stories that they’re working on. They’re active and engaged on a variety of social media sites, from Twitter to Pinterest and everything in between. A media representative for the technology industry, for example, can quickly research what’s going on in Japan and write about it for their U.S. audience or vice versa. Your media relations campaign can benefit from this trend by simply being active and engaged with media representatives on social media.

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2. Engagement

Social sites like Twitter support engagement with journalists and media representatives. Journalists and media outlets of all shapes and sizes use these sites daily to conduct research. This gives you and your organization a tool not only to connect with media reps in your industry, niche, and community, but also to start the relationship building process. Connecting through social media can be a much faster and more effective way to start that process than relying solely on the email pitch.

3. Mutual Benefit

Social media supports you to become a valuable resource to media reps that you want to connect with. For example, you might share a newsworthy link or tidbit of advanced information with a media rep on Twitter. They can then use that information to write a story.

Finally, it’s important to point out the fact that social media is an ideal addition to your distribution plan. In addition or in conjunction to leveraging a distribution service to get your press releases in the hands of hundreds of relevant media outlets, you can also share your release on social media and get it in front of media representatives and your prospects and customers. It broadens your reach and your ability to connect with your audience.

Social media has changed how we access and share information. It makes sense that it’s also impacted journalism, media, and how they access and share information. Use this tool to help you grow your media relations efforts and your company.

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Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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