With the frequency of fake news as a topic of conversation, we decided to zag instead of zig and concentrate on building trust between journalists and communicators via social media. We asked Marco González, VP, public relations & corporate affairs, LBI Media Inc./Estrella TV, for best practices.
You Can Trust Me, Honestly: As with so many things in PR, the basics can be applied widely. Just as we’re urged to be authentic in establishing relationships in traditional circumstances, the same applies to gaining the trust of journalists on social. “Avoid speaking to journalists on social media using PR lingo and jargon; it comes across as disingenuous instead of authentic,” he says.
The phrase, “On behalf of X, Y, Z organization…” is verboten, he adds. “Relationships are built on a one-to-one basis, between people, not between a journalist and the corporation a PR person is representing…use language that’s personal and will provide the human touch.”
What Have You Done for Me Lately?The second of González’s tactics is to connect with journalists consistently, “Not just when you need something or you’re pitching a story. Be in constant interaction with them…Engage with their work…retweet, repost, like and comment on something they’ve written…establish that interaction and you will become someone they know.”
Vice President, Public Relations & Corporate Affairs LBI Media Inc./Estrella TV
I Really Read Your Article: There are no shortcuts here, however. “Show real interest [in their work]. Don’t retweet an article that you didn’t read or one where you’ve read the headline only. “That’s not authentic. Read the articles. Do your homework. If you’re not interested in a subject, don’t retweet an article about it.”
Directory Assistance: González advocates sending direct messages to journalists on social. “Compliment them on an article you liked. Ask a question about something they’ve written. Thank them for including your company in an article. Direct messages show interest and journalists appreciate it.”
Time Passages: OK, we know what you’re thinking: “Who has the time to care and feed journalists on social?” González isn’t buying it. Following journalists on social “is not an option, this is part of your job, your discipline. You have to carve out 30 minutes or an hour daily to do this…Do it at home if you can’t fit it into your day,” he says. “Years ago [you kept up with journalists on the] phone, then fax, then email. Social is the way we do business now.”
Failing to keep up with journalists on social is like not taking a phone call. “What kind of PR person are you?” He adds, if you don’t do this, “someone else will take your job. Marketing wants to take this from PR…you have to establish that [we, PR] manages content, we manage the narrative. So you have to be in tune with what” journalists are writing.
The channels he uses most are Twitter, LinkedIn and Facebook, in that order. To monitor journalists he uses the tool Meltwater, but he also does things “the old-fashioned way, by hand.”
Here’s the Pitch:While González is a proponent of following journalists on social, as we have seen, his pitching procedure is a mix of social media and direct contact. He may begin the pitch on social, but always does it privately, via a direct messaging feature. His opening might be an article the journalist has just written. Suppose the journalist hasn’t mentioned his brand in the article. He’ll comment on the article socially and then go to a direct message, ending with, “Should you cover this topic again, I’d like to offer some our CEO and other executives as resources.” After that he follows up with an email that “tells the reporter who we are,” and includes links and other materials about his company.
Another tip: González has created a Facebook group for Latino reporters in his area. Although he doesn’t pitch there, he extends invitations to events. “This has been very successful,” he says. In addition, he still uses the telephone to pitch, too. “I know many of my colleagues have become wizards at pitching on social alone, and some can do wonders in just 140 characters. For me, email seems much more personal,” he says. In addition, email, as opposed to social media, allows him the room to provide details of a pitch.
Note: To hear more from González, join us at PR News’ Digital PR and Marketing Summit, Oct. 17-19, Miami. For information: http://tinyurl.com/ya7gctt8
González was one of 24 PR leaders who weighed in on the question: “How can public relations leaders become stronger strategic business advisers as the lines between PR, digital and marketing continue to blur?” See their responses at: http://tinyurl.com/y973u6g8
CONTACT: [email protected]
Takeaways
1. It’s critical to spend time daily following and commenting on the work reporters in your target market are doing.
2. Social media can be a great tool for building trust with journalists, but the meat of a pitch is done best via email or phone.
3. Consider offering reporters the chance to join a Facebook group. This can prove successful when sending invitations to events.