Getting Above the (Digital) Fold


As more and more of the major media outlets adopt a digital-first model, their Twitter accounts (and related keywords) present communicators with another PR vehicle to extend their reach.

▶ A Fair Share via Twitter: Getting your story into The New York TimesThe Wall Street Journal —or any of the other most prominent media outlets is like trying to nail Jell-O to a wall. It’s not impossible, but it’s a tall order. However, as social channels become an increasingly important asset of their business model, the top media companies could provide PR pros with the opportunity to extend their reach. It’s a matter of communicators keying in on, well, the keywords that the top media companies include in their various Twitter posts. In an exclusive study conducted by social media analytics company Simply Measured on behalf of PR News, the chart below demonstrates the top keywords being used by some of the major media outlets, via Twitter, including CNBC, the Huffington Post, the Los Angeles Times, the Times and the Journal. “It’s never been as important to understand the types of articles and keywords these networks are sharing,” said Kevin Shively, senior marketing manager at Simply Measured. “As a PR professional, focusing your outreach in the context [of the keywords below] could be crucial for reaching the millions of followers each of these outlets have.”

Chart1

Source: Simply Measured


This article originally appeared in the May 5, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.




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