Scott moderated a media panel recently for one of our clients. I attended so I could take pictures and capture some of the nuggets of wisdom that I knew would be shared. The goal for the panel was to bring together a few members of the business press to share insights on their newspaper, how the editors and writers find and vet out sources, and how best to position yourself as a thought-leader and resource for these editors.
Of course, we heard the basic information about deadlines for both the print and online versions and about upcoming special sections and columns and long-lead stories that would be most valuable and appropriate. But the point that resonated with me was when the conversation touched on relationship-building with sources and how these editors and their reporters are using social media to find new relationships.
That makes me so happy. As PR professionals, we certainly know the value of social media as a strategy to be positioned as a thought-leader on industry topics. But not all industries feel the same way. We continue to hear some push back from some of our clients, particularly in business-to-business industries, that things like Facebook and Twitter are not going to bring them new business. Maybe there’s value in LinkedIn, but other than that, what’s the point of updating your status or writing a blog post and sharing the content.
All the three media outlets said the same thing – they are using social more and more to find sources, to post story ideas and even more importantly, to check the validity of sources that are being recommended to them. What are they looking for? Links to blog posts that the source has authored, engagement in conversations where the source is seen as an expert and to confirm certain facts about the potential source.
My takeaway? The media is on social and is using it to their advantage. If you want to be visible to the media, you need to be there, too. So let’s get that LinkedIn profile updated and start writing some blog posts.
Vice President/General Manager
Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see.
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