As a school district public relations professional, you are working diligently to pitch story ideas to area, state, and national news media to obtain coverage for your district. With so many educational entities vying for news media attention, some public relations experts recommend that you add Twitter story pitches to your social media strategies for communicating to journalists.
In many cases, print, television, and digital journalists still prefer story pitches in an email. Some reporters like to use Facebook. Building a professional relationship with the news media is also still a critical part of the job.
Many Journalists Prefer Twitter Story Pitches
However, Twitter has emerged as a major social media component for successful media relations. But you have to do your homework for your Twitter story pitches to be effective.
Greg Galant, CEO of Muck Rack, has research that shows that more than 86 percent of journalists check Twitter several times a day, while fewer than 20 percent use Facebook and fewer than two percent use LinkedIn.
To get started, you need to do research to determine which reporters who cover the education arena might be interested in covering your story ideas. You can then start building relationships with those reporters by following them on Twitter. Reporters are appreciative and generally flattered to know that you follow them on Twitter. You need to take some time to read some of their recent stories and review their recent tweets. Consider engaging in some of their tweets to start a conversation and to get your name on their radar.
Also, Galant recommends conducting your own Twitter audit. He says a good profile picture, a description that relays who you are and what you do, a cover photo, and interesting tweets are all things that can endear a PR pro to a reporter.
Casual Approach Works for Twitter Story Pitches
Now it is time for you to submit the Twitter story pitches and see if they work for you. The Neff Associates team recommends a casual approach such as a simple tweet that says “You might be interested in covering (inserting your topic here).”
Also, you need to measure and monitor the results of your Twitter story pitches to see if you are getting the desired results. If you are not getting the outcomes from your Twitter story pitches, you should review your process and take actions to make some changes.
By mastering Twitter story pitches, you may be engaging in a social media platform that will deliver more news media coverage for your school district.