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Director of Marketing at Cision (www.cision.com). Social media, web design & content marketing junkie. I'm always looking for new ideas and brilliant uses of content that tell a story.
This post was actually written by the lovely and talented Lisa Larranaga, Cision's Social Media Manager.
Thanks Laura! Without title that grabs your audience, the rest really doesn't matter, does it?
I'd love to hear any additional web writing tips anyone has. What's helped? What hasn't helped?
Hey Sally, very nice blog post. This is a fun space to watch as PR pros are starting to blur some journalist and marketing lines in terms of creating content that reaches their audience directly. Here at Cision, we have a webinar coming up on August 18th at 1:00pm CST called Creating Social Media Content that focuses on PR's emerging role as a content creator. Maybe you and your readers would be interested?
I completely agree Robert. Your key to getting your story placed is building a good relationship with members of the media and not blindly mass e-mailing them with irrelevant pitches and press releases. Media databases such as CisionPoint help PR pros target their contacts by beat, topic, etc., but they also have journalist’s Twitter handles and latest tweets built into the application to help PR pros find the right contact and build a connection with them. It also helps you understand what is top of mind for the journalist now.
In the end, pitching is a little like dating. You don’t walk into a bar and ask everyone in the bar to marry you, hoping you get a taker (untargeted e-mail pitching). Instead, you develop relationships with the people who you have something in common with, and build trust with them.
Great post Mark! I think that some companies don't realize that social media is the new venue where companies are building (and sometimes losing) their reputation. In the world of social media, a company's reputation can be destroyed in a day if an orgainization is not out there monitoring what's being said about it.
It might be hard to put an ROI figure on the day to day interaction and relationship building, but when that interaction heads off a potential crisis before it gets out of control, or leads to great relationships being built between your organization and influential bloggers/journalists, you suddenly have a very high ROI by increasing your exposure and building your reputation.
The first step is to monitor social media. Find out where you're being mentioned and what's being said about you. Companies may think that if they ignore social media and it won't affect them. It's quite the opposite. Regardless of whether or not you're there, people are talking about you in social media. Make sure you are there and listening to what's being said about you.