Boosting Your PR Efforts With Twitter
Have you noticed a lot of journalists and other media professionals on Twitter? They’re there because Twitter is an extremely timely platform for news, trending conversations, and gossip. It’s where everything happens and everyone goes to complain. So how can a brand leverage this for its benefit? This week on the chat, we invited PR writer and consultant, Michelle Garrett, to chat with us about how you can use Twitter in your PR efforts effectively.
Here’s a summary of our chat.
Guest: Michelle Garrett
Topic: Boosting your PR efforts with Twitter
Format: Eight questions directed at the guest. Everyone’s welcome to share.
Q1: Does your Twitter presence impact your PR efforts?
Our guest believes it does. According to Michelle, a lot of journalists will first look at a brand’s social media activity before deciding to cover a news story about the brand. With so many journalists using Twitter as their primary social platform, they tend to look at and assess a brand’s Twitter presence.
Having an active Twitter presence can signal that a brand has momentum, making it more appealing versus a brand that either has no Twitter presence – or hasn’t posted in months.
2/2
#TwitterSmarter— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
Not having a presence or not posting for extended periods of time doesn’t reflect well on your brand.
As our friends from VirtuDesk added, a well-maintained Twitter account can improve your brand image, increase the visibility of your brand, and make your brand feel more human and relatable.
A1: Yes it does. You can enhance your public image, increase brand visibility, and humanize your brand by maintaining an active and well-maintained Twitter account. #TwitterSmarter
— VirtuDesk (@virtudeskcom) February 9, 2023
Q2: Why do PR professionals prefer Twitter over other social channels?
Because that’s where most journalists spend most of their social time. As a short-form and fast-moving platform, it’s hardly a surprise that journalists are attracted to Twitter. It’s certainly a good place to break and catch the latest news. That’s why it’s invaluable for PR professionals to be on Twitter.
A2: Because – Twitter is where journalists are spending time.
If you work in media relations as many in PR do, you want to be where the reporters are. #TwitterSmarter
— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
As Pavel pointed out, Twitter is a public space. This means PR professionals can directly engage with and learn about a whole range of people, including journalists, customers, prospects, and influential figures.
A2: Twitter helps PR specialists to interact directly with journalists, influencers, customers, and other important stakeholders, creating connections and raising brand awareness. #TwitterSmarter
— Pavel Stepanov (@pavelStepanov77) February 9, 2023
Q3: How can you connect with media professionals on Twitter?
Simple. Follow them and engage with their content. Treat them the way you’d want to be treated: With respect and professionalism. Media personnel are humans, too, and they like human things just as much as you and I do.
A3: Follow them. Like and share the content they create. You can also engage with them.
Reporters are people, too, so treat them as you would anyone else you might connect with here (hopefully, that means with respect). #TwitterSmarter
— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
Being strategic doesn’t hurt either, as Madalyn explained. If you’re trying to build media relationships, thoroughly research them first. Know which journalists you want to connect with, and then start engaging with them. If they participate in Twitter chats or Spaces, join in and share a conversation. Being strategic doesn’t mean you should be fake, though. Be genuine in your efforts to network and build relationships.
A3b: Then, you’ll want to identify opportunities for conversations. Reply to their tweets with thoughtful responses. If they’re participating in Twitter chats or Spaces, make time to do the same. Be where they are! #TwitterSmarter
— Madalyn Sklar (@MadalynSklar) February 9, 2023
Q4: Share some do’s and don’ts for engaging with media professionals on Twitter.
Do engage with a reporter on Twitter. If you notice that a reporter you’re trying to build a relationship with is tweeting about something, and you have something valuable or interesting to add, by all means, go for it.
A4 (cont): One example might be if a reporter you want to develop a relationship with is tweeting about their pets or their kids – and you have something to add that might be fun or interesting, it’s OK to do that.
2/4 #TwitterSmarter
— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
That said, don’t overdo it. Replying to a random tweet is great, but if you start liking and replying to their every tweet, or message them incessantly, you’ll quickly look like a stalker. The last thing you want to do is to make a reporter feel uncomfortable about you and your brand.
A4 (cont): Another don’t – don’t use Twitter to stalk a journalist – at least in a creepy or inappropriate way. Again, it’s about common sense.
4/4#TwitterSmarter— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
Q5: Should you pitch to journalists on Twitter?
You’ve probably seen people who say in their bio that their DMs are open. This means that they’re open to receiving messages from you. However, that doesn’t automatically mean they’re open to receiving pitches in their direct messages. It’s a tricky balance to strike, but when unsure, you’re better off asking them how they’d prefer to receive a pitch. Most journalists still use email as their main communication medium. Be thoughtful in your pitches. Research and identify how best to pitch to each journalist. The more you engage with a journalist, the more you’ll know about their preferences.
Knowing the reporter's preference is your best bet.
Which again can only happen if you're being thoughtful about media outreach and doing your research/homework.
2/2 #TwitterSmarter— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
Before you go on a pitching spree, however, it helps to remember what Lance said: Provide real value and make sure that the journalist’s specialty is relevant to your industry or story.
#TwitterSmarter A5: You CAN pitch journalists (and bloggers, etc) but make sure they’re 1) accepting submissions; and 2) are relevant to your cause/campaign/event, etc.
Target.
Focus.
Be relevant.
Provide value to THEM. pic.twitter.com/Ypxpk3q0Pf
— Lance A Schart 🇺🇦🇮🇱 (@LanceASchart) February 9, 2023
Q6: When engaging with media professionals, should you use your personal or brand handle?
Tricky question. In most cases, your personal handle should be fine, but if you don’t receive any response on your personal handle, then try your brand handle.
A6: That’s a good question! I think the personal handle is fine, although you may have to try the brand handle if they don’t respond.
— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
Our friends from Hootsuite suggested using your personal handle if you’re representing yourself. If you’re reaching out on behalf of a brand, though, the brand’s handle might be the better option.
A6. Good question. We'd probably lean personal, if you are representing yourself with the media. If you're representing the brand, it may be better to communicate as the brand channel. #TwitterSmarter
— Hootsuite 🦉 (@hootsuite) February 9, 2023
That said, if you’re representing a brand but you personally have a rapport with the journalist you’re reaching out to, you might have a better chance of getting a response on your personal handle. See what I mean about it being tricky? Use your judgment based on the situation.
Q7: Can you land a media mention just by building relationships on social media?
You sure can. As our guest explained, journalists post about their social media connections. Building your network gives you a good chance of getting a mention.
A7: Absolutely! There are journalists who post what they’re working on – I have landed a client in a story that way more than once.
1/3 #TwitterSmarter— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
Follow journalists you’d like to engage with. If they’re looking for a source, and you don’t have anyone in mind, you can still retweet and spread the message. They’d appreciate that. If you’re looking to land a story, have a look at #JournoRequest where media professionals seek sources.
You can also search using #journorequest to find reporters searching for sources.
3/3#TwitterSmarter— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
As Carrie added, don’t think that you should always get something from media personnel. You’re not entitled to their attention. Be a genuine supporter, instead, and they’ll do the same.
A7 absolutely I have done this for my clients and taught people how to do this; the key to this is nurturing a relationship with them; being a supporter and not trying to get something from them ie be entitled to their attention or coverage through them #TwitterSmarter pic.twitter.com/agn9oT1AIY
— Carrie Eddins (@blondepreneur) February 9, 2023
Q8: What do media professionals expect from a brand’s social media presence?
Share any news or stories you have about the brand. Media professionals expect to see a brand’s handle talking about its latest releases or updates. If you have new content, share that around as well.
A8: A few examples: I think it’s good for brands to post any news or stories about them on their social media accounts. Also post other relevant industry news. If you’ve published new content, I’d also post that on your socials.
1/3 #TwitterSmarter
— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
If you’re exhibiting or speaking at an event, share that, too. Journalists who’re attending the event might stop by to chat. Be sure to include the event hashtag, and if applicable, tag the event organizer.
As for what to avoid posting on social media, stay away from volatile comments and controversies.
Sharing when an executive is speaking at an event or the brand is exhibiting at an event could also be helpful to a journalist–perhaps they’re attending and might stop by to visit that brand or hear that exec speak. Be sure to include the hashtag for the event
2/3#TwitterSmarter— Michelle Garrett | B2B PR Consultant/Writer (@PRisUs) February 9, 2023
Media professionals also look for information about who you are as a brand and what you stand for, as Christine said. Make it easy for them to understand your offering and to contact you.
A8.
CLARITY!
Who is the brand, what does it do, for whom—and, most importantly, why should anyone care?
This should all be answered AT A GLANCE.
(Also—don't make it hard to get in touch!)
❤️ #TwitterSmarter https://t.co/zGJmf4OM6N— Christine Gritmon ❤️ #ChatAboutBrand (@cgritmon) February 9, 2023
Well folks, that’s all from me this week. Thanks for reading through and for more great insights from our chat with Michelle, have a look at this Twitter thread. If you like this summary, you’ll love the real-time chat. Join us next Thursday at 1 pm ET for #TwitterSmarter. We also have an after-chat on Twitter Spaces at 5 pm ET. See you there!
About me, Narmadhaa:
I write all the things—marketing stuff to pay the bills; haiku and short stories so I feel wholesome. A social media enthusiast, I hang out with the #TwitterSmarter chat crew, and am always happy to take on writing gigs.
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