According to a poll launched by PR News on its Facebook page, measurement tops the list of training topics most important to PR practitioners. This comes on the heels of last week's poll, in which proving the worth of PR's activities to the C-suite was voted the biggest challenge within PR measurement.
“Connecting with journalists” was voted the second most important type of training PR pros are in need of, while “crisis management” and "digital PR tools/SEO” ranked third and fourth in training needs, respectively.
For PR pros, Facebook itself has emerged as a platform for both tracking measurable statistics and connecting with journalists. The site is often now a major component of digital campaigns, and can provide valuable insights and data that can be used to present to senior management.
When asked at PR News’ 2011 Digital PR Summit in New York if it's ever appropriate to "like" a reporter on Facebook, Heidi Sullivan, VP of media research for Cision, said it's appropriate whenever you already have an established relationship. “Facebook is encouraging journalists to get out there and make more personal connections,” said Sullivan.
LinkedIn has also emerged as a space for connecting with journalists. Jim Nichols, VP of digital at Stern + Associates, said, “Journalists don't want to connect with readers on LinkedIn, they want to connect with expert sources—If they know you as a source, then send a personalized connection request.”
To learn how to better connect with journalists and influencers on Facebook, register now for PR News' Dec. 1 Facebook Conference in Washington, D.C.