When using Twitter for media outreach, tread carefully. More and more media are signing onto Twitter, but commnications execs might want to reconsider using the platform as a vehicle for pitching story ideas. "This is not the place for a hard pitch," says Kelley Cooper, Internet marketing manager of the Greater Phoenix Convention & Visitors Bureau. "Twitter is a conversation starter."
Beyond pitching, Twitter is good for cultivating relationships with media and for observing reporters' interests, personalities and interactions with their audiences.