Media is no longer a one-way-street: gone are the days where you get your news from the paper, and then again from the nightly news. Media is cyclical. Consumers have taken hold of the media, and they want their say, too. Twitter has the power to influence people, and that reporter from the New York Times is no exception. Based on the concept of cyclical media, this instant, real time discussion that occurs online, has the power to mold and shape traditional news and reporting. So why not take advantage?
Journalists want to report on what their audience is talking about. Many members of the media do this by turning to Twitter, where they get ideas for stories, reach out to disgruntled readers, or give insight into a piece they’re working on. When news breaks, it almost always spreads first through Twitter. The difference between real-time discussion (Twitter) and traditional reporting (CNN) is that Twitter users are more interested in breaking the story—regardless of whether or not they have all the facts, or even the accurate facts. Media outlets like CNN and The Washington Postmay get their tip from Twitter, but we still rely on traditional outlets like these to take the deep dive, giving us the facts and, of course, the who, what, where, when, and how.
What does this mean for the PR industry? Put simply, Twitter has changed the game. Consumers have grabbed their megaphones, for better or for worse, and the noise is only getting louder.
The upside? Twitter allows PR professionals to apply an essentially free social media tool to augment traditional PR efforts and influence people. Your Twitter strategy should always be consistent with the overarching goals and voice of your campaign, but with social media, there’s a little bit more wiggle room. Take advantage of the fact – for the first time ever – you can communicate directly with your audience in real-time.
At Delucchi Plus and Blue Bug Digital, we take pride in our innovative delivery of public relations and social media marketing services, including using Twitter for press outreach. From our experience, here are a few ways we perfect and optimize the art of the Twitter pitch: