Something Different

I recently heard from my colleague Allie that she was able to grab a great story lead with a top government publication by sending a tweet. She didn’t have an email or phone number on hand, but was able to track down the reporter’s Twitter handle and received a response to her “pitch tweet” in just minutes.  I had been long stumped on a pitch of my own and decided to give the Twitter pitch a go.

I’ve made it a point to follow several top-target publications and journalists on Twitter. As I scroll through my feed in an attempt to avoid eye contact on my MUNI commute, I often find Twitter to be a secret source of industry insights. I’ve learned which reporters are active and responsive via twitter, that certain journalists are on a funding-news-only kick, or about important “call for nominations” I might otherwise miss. Aside from helping gain these specific insights, following a breadth of business and tech publications helps me stay on top of which trends are on the rise, and which trends even I know I’m sick of hearing about.

In a sea of my tweets about the weather, Jeopardy questions, and all-important updates about how cold my house is, I’m sure my Twitter followers were puzzled by my rouge tweets about big data analytics, but I figured it was worth a shot.  This specific attempt may not have landed me a cover story in the New York Times, but it encouraged me to explore the role and value social media can play in PR today. We’re always keen to get insight from  journalists on the best way to pitch them, and we hear the same themes over and over: “Keep it short, and be sure you understand my beat.” Is the 140-character pitch the future of PR?

I surveyed my colleagues on their Twitter triumphs, and collected some key tips for social media pitch success:

1. Know Your Audience—My colleague Andrea was following a certain story online that was a good fit for her client. When she turned to the author’s twitter feed for more information she saw a good opportunity for an introduction. With the email subject line “per your tweet,” she was able to get an email response and begin building a relationship.
2. KISS (Keep it simple, stupid)—With 140 characters, there’s little room for small talk. Get to the point of what you have to share and be sure to outline next steps. Whether it’s Allie’s go-to “DM me for details,” Megan’s hook “interested in more?” or a link to the news you want them to see, a call to action is hugely more effective than a general “FYI” tweet with a reporter’s handle tacked on.
3. Stand out from the crowd—It’s hard to get your pitch to stand out among the thousands  of emails reporters often receive in a day. However, a few “@ mentions” is easier to sift through than an inbox full of pitches—and faster to read. Megan told me she often had trouble getting the attention of a certain business reporter—but she noticed once she started tweeting him, he likely recognized her name and started opening her emails and getting back to her quickly. Getting your name recognized can be key, but don’t use twitter just to ask for a story. Tweet a reporters’ article that catches your eye, and when tweeting client’s coverage, be sure to include a shout-out to the reporter as well as the publication. This shows you’re interested in their beat, and helps get your name on their radar.

By Grace Emery