Sep23

Exploring Relationships Between Social Media and Publicity

by Heather Whaling

Here’s today’s shocking statistic of the day: 70% of journalists use social networks to assist in reporting, according a a recent report in PRWeek (log in required), which I first read about on Journalistics. That’s 30 points higher than last year.

For reasons that I still can’t quite wrap my head around, more than a few PR people are hesitant to include bloggers as part of their media outreach, even though example after example illustrates a story starting on a blog and getting picked up by “traditional” media. At the same time, plenty of companies big and small aren’t participating in social media. This means they have no online presence outside a traditional website.

I’ve said before that I can see how social media may not be right for every company. This study may make me rethink that opinion. Maybe vast social media integration isn’t right for every business; however, if nearly three-quarters of reporters are turning to these online networks for information, maybe I’m wrong. Should any organization that desires media attention participate in social media, even if it’s just to create a small presence?

Does social media = media coverage?

Let’s think this through. In this example, Company A and Company B are both experts in trends in education. Sally is our overworked and underpaid reporter. Education isn’t normally her beat, but the newspaper cut staff again, so they’re trying to make ends meet. She as no idea that Company A and B are out there — until she starts her research on Google. She discovers that Company A has recently blogged about this same trend and left comments on other blogs discussing changes in education. They seem to be well informed, so she contacts them, gets the interview and continues with her story. Company B, which didn’t have an online website (other than their traditional, static website) wasn’t included in the article.

I know this is an oversimplification, but it doesn’t sound all that far fetched to me. Companies can increase their odds of receiving media coverage by participating in social media. Agree or disagree? Got any examples to share?

(And, as a bonus, check out this video interview with the Huffington Post media editor for some extra insight and tips about media relations in an online world.)

Tagged as: Journalism, media relations, PR, Social Media

  • Hi Heather - I think you're spot on that having a strong online presence - both from your own corporate site, as well as within other relevant sites and social networks - is certainly going to help businesses be seen and heard by reporters and bloggers who are doing research through various search engines. I think the interesting idea going forward (and one that, personally, I would love to explore more) is to completely throw the whole PR educational system (e.g. how PR is taught in college) on its head by drastically underscoring the teachings of the traditional outreach methods (which, from my experience, are quite out-dated and out of touch with the current PR/media scene), and instead, focus more on how a company's online presence affects every part of their media exposure.

    What I think I'm proposing here is an idea of dropping the whole traditional PR education, and creating a more balanced "communicator" education program (note: that's not communications, which I think is slightly different in this context). Because to me, that's really what we are now, and when we start to buy into that and truly understand our role as a communicator of a company's or brand's core business and consumer values, I think we will have a much easier time getting over the jitters about blogger outreach and what role online communications plays in the company's overall media exposure.

    Once you accomplish that, a whole new world of media opportunities will open up for you, IMO. Reporters, bloggers and other online media will begin to find you, your comments, services, products and expertise through a constantly growing stream of social sites, and from there, opportunities for continued media outreach will hopefully abound. At least, that's what I would love to see happen.

    @KeithTrivitt
  • Hey Heather, really nice to see this topic and I agree with everyone's comments about just being smart about blogger outreach. I'm not a "normal" PR person; I concentrate on social media, so my views are always a little skewed coming into a conversation like this. It may sound weird but at this point, what's the difference between the media coverage and social media success? I mean, would you rather have a media outlet talking about your company to the world, or would you rather skip the middleman and talk directly to the world? That's the question companies have to ask themselves.

    What's exciting about right now is we can go after both traditional media coverage and social media coverage, but I think in the future the lines are going to get blurred. I agree that some may not be good candidates for talking to the world and having the world talk back, but heck, it's not like we're going to take a step backwards into Gatekeeper Land anytime soon.

    As people get more and more used to talking directly to companies instead of hearing about them second-hand, they'll come to expect that relationship from all companies. Just something to consider, I guess, if you want to stick in people's minds.
  • Hi Heather,
    I am going to assume this is correct as more and more I see the power that social media wields. At this point I am doing my own PR due to budgetary constraints so I am somewhat of a novice lacking in key contacts. I have a fairly good Twitter presence and have worked hard at it because I do see the value. I also have fair traffic on my blog. I try to comment on others but not to the extent that I don't care what it is I am commenting on. My question is what do you think I should be doing in conjunction with what I am doing now? Or should I just be patient and wait for something to happen?
  • heatherwhaling
    Hey, Gabe, thanks for stopping by! I think you're off to a great start. Having spent some time on your blog, I think you've got a great story to share with the media. Taking a well thought out, proactive approach is the right way to go. Feel free to email me at heather [at] gebencommunication [dot] com -- maybe we can brainstorm some ideas together!
  • I agree, Heather. There's no question that it makes sense to extend outreach to include bloggers. What's really strange to me is that some PR folks think that a different approach (IF they decide to approach) is necessary. Well thought out story angles, appropriate relationship building with a reporter, respectful follow-up...the old rules still make complete sense for contacting bloggers. It's a little surreal that so many are still figuring that piece out. What do you think?
  • heatherwhaling
    I agree with you. I think the apprehension stems from a lack of self-education. If PR people aren't spending time on blogs and developing an understanding of the "blogging culture," it may seem like this foreign, intimidating medium. In reality, the same media relations best practices are applicable.

    What I find interesting is that PR people are likely missing media opportunities by shunning social media -- whether that's blogger relations on behalf of clients, or helping clients establish their own social media presence. They're doing a disservice to their clients, in my opinion.

    Thanks for commenting, Elizabeth!
  • Heather, great follow-up post to Jeremy's (@journalistics). I talk to PR folks every day who are hesitant to include bloggers. One of the reasons that I hear is that they've read about other PR practitioners being "outed" by a mis-directed release to the (wrong) blogger. I usually advise that they DO include the *right* bloggers but that it takes research. Finding them in a database is only the first step. We must do the appropriate homework and not use the old "spray and pray" methodology - not that this is any more acceptable with journalists. Thanks for a thoughtful post!
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