3 Ways to Improve Engagement With Journalists on Twitter

twitter-bird-white-on-blueNearly 60% of journalists worldwide say they use Twitter, according to Oriella PR Network’s 2013 study, “The New Normal for News.” That's up from 47%, according to the same study in 2012.  Expect this trend to continue—and, if you’re a PR pro, expect to spend more of your time figuring out how to connect on Twitter with the influential journalists in your market.

You’ll need a system to take some of the time-wasting guesswork out of the process. Elizabeth Sorrell, digital communication manager for nonprofit organization Audubon, offers a few steps to make your Twitter engagement strategy more efficient.

1. Create a Twitter list that includes journalists you are interested in working with. “I scan this list every day to see what these writers are interested in,” Sorrell says. “We’ve placed stories on Huffington Post and on I F’ing Love Science after engaging with writers on Twitter.”

2. Discover more journalists to engage with on Muck Rack. “If you don’t have writers in mind, Muck Rack is a tool with both free and paid options that allows you to search journalists’ Twitter accounts for topics they are tweeting about,” Sorrell says.

3. Retweet journalists’ tweets. “I had been trying to place a piece on TreeHugger for a long time," Sorrell adds. "Through Twitter I was able to find out that there is a writer there who loves birds, especially birds of prey. I followed this writer and then retweeted her tweet. She immediately responded and followed us back.”

Elizabeth Sorrell of Audubon will be sharing more tips on engaging with journalists on social media at PR News’ Media Relations Conference in Washington, D.C., on Dec. 12. Mark your calendar.

Follow Steve Goldstein: @SGoldsteinAI



1 Comment


About Steve Goldstein

Steve Goldstein is editorial director of events for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech


Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook


This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

  • terry caldwell

    If you want 12 million jobs, green the planet as a not for profit. All money goes to pentions, benefits, the goal is happiness not getting rich.